If you haven’t been paying attention, you might’ve missed Google’s latest changes to search results. Easily done, as paid ads are now designed to blend with the organic search results that sit below them, making it more likely that users will click on them. The changes have caused a stir in the digital community, and underscore the importance of having a strategic ad campaign in place.
It’s the latest in a string of moves from the internet giant that sees advertising integrated even further into the matrix. Ads are identified only by a small ‘Ad’ icon next to the returned result. Whereas once upon a time (way back in 2013) ads were identified by a different background colour, now they’re a seamless part of the interface. Google have also added the option for brand to have ‘favicons’ – or a brand’s icon – next to organic results.
Clearly this design may encourage more users to click on an ad, although Google’s design honchos have said that the drivers behind the changes are the desires to make it ‘easier for users to digest information’ and ‘create harmony’ in the design. (Searchland).
What does this mean for advertisers?
Whether or not you agree that Google has an altruistic concern with visual aesthetics, one thing is certain: business owners need to pay serious attention.
Even if your exceptional SEO and content is allowing you to rank well in organic results, the blended search interface means users are more likely now to click on an ad that’s sitting above it. That’s particularly true in the initial stages of this change, while users wise up to it.
The pace of change has never been this fast. We’re an expert, digital-first agency that act as trusted advisors to a range of clients. Get in touch today to discuss how we can help you with a strategic strategy for Google ads, that returns real results.