Google has been testing a new ad placement for some time now and for those who are not concerned with SEO, the changes might seem too small to worry about. However, you might be surprised at how such a small change can actually affect click through rates for many websites as they struggle to grab the top spot.

The Change

Google’s new ad placements remove the advertisements on the right-hand side of the web page while maintaining the four ads on top of the organic search results. This means fewer ad places for websites paying for spot positions in Google. Prior to the new ad placement, there are as many as 11 positions waiting to be filled in but with these changes, the maximum spots available would be reduced to 7 – maybe less.

It somehow makes sense that Google decided to eliminate the right-hand side advertisements completely. Studies show that ads on the search results lane receives 14 times more clicks than those positioned on the right-hand side, even when they are displaying the same website. Since most internet users are used to search results appearing on the left-hand side rather than on the right, it is not surprising that the right-hand advertisements are often ignored.

What This Means

Fortunately, this is not all bad news. Sure, companies will now have to work harder to make sure that they retain their spot, but on a feedback perspective, this actually offers a more accurate reading on your average position. That is the difference between your ad positions versus your usual ranking in organic searches. With a limited number of ad spots provided, the accounting actually becomes more accurate, therefore giving you a better feedback on how your PPC versus SEO strategies are working. When it comes to ROI, however, the change in PPC ads could mean a higher turnover between investment and returns. Of course, that is supposing that you know exactly what you are doing with the setup.

PPC and SEO Battle

With fewer positions for ads, however, this means that you will have to work doubly hard to grab those higher rankings and stay on the top page for your keywords. SEO will still be a vital factor in grabbing audience attention in organic search results, but with the new ad placement, you are going to have a fight on your hands with PPC users. Small to medium sized businesses who do not have the budget for PPC are advised to set aside a specific amount for ads and focus heavily on the social media aspect of marketing. So far, platforms like Facebook and Twiter will provide you with a cost-effective method of promoting your products and services without going head to head with larger companies.

Google’s new ad placements also mean one thing: the ads are going to be more expensive now. Businesses that rely on ad placement will either have to increase their budget or work harder on the SEO front to ensure that they won’t lose their position in the market. All in all, the news means PPC will be stronger with the change, but that doesn’t mean you should abandon SEO strategies.