While you took a break from tweaking ad copy and adjusting bids to enjoy the weekend, Google was rolling out an update to Adwords that may significantly impact the ROI of your SEM campaigns.
Over the weekend Google removed ads from the right side of its desktop search results. Staying ROI positive is tricky enough on AdWords without the added cost of having to compete for just 3 to 4 slots, down from the 7 or 8 positions formerly available.
For those businesses who can’t afford to compete with the major players, there are 3 ad positions available at the very bottom of the results page.
What does this mean for the future of SEM?
Optimizing quality scores will be more important than ever. As PPC marketers know, a high quality score not only decreases the price you pay per click but it can also secure top positions for top converting terms.
For those who can’t afford to bid for the top, keyword creativity will be key. Use tools like SEMRush to find phrase match and long-tail keywords with lower competition.
The recent update is just another reason why search engine optimization is key to growing digital business.