Google Is Doing Away With Ads Along the Right Rail for Desktop

Google will soon rid itself of all AdWords along the right side of the rail for global desktop search queries. The move will decrease the number of ads shown, which will likely drive up cost for advertisers.

Additionally, Google said it will now show four ads at the top of search results — up from three — for high value search terms such as “car insurance,” “home loans” or “Chicago hotels,” for example. Moving forward, the right rail will either be left blank, feature Product Listing Ads or knowledge boxes. Ads will still be shown at the bottom page of search results.

The company said it will start rolling out the changes today.

“We’ve been testing this layout for a long time, so some people might see it on a very small number of commercial queries,” Google told Ad Age in a statement. “We’ll continue to make tweaks, but this is designed for highly commercial queries where the layout is able to provide more relevant results for people searching and better performance for advertisers.”

Valerie Davis, Senior VP of Paid Media at PM Digital, noted, “There will be a big movement for tier two, three and four advertisers who cannot afford top placements,” she added. “While this move will most definitely drive up costs for advertisers, I believe it will also have a large impact on overall revenue for Google. Only time will tell.”

Read the full article here in Advertising Age.

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