November 7, 2011 at 13:46Google began to advertise under search results
Beginning November 2, Google began to place search ads on the AdWords program under search results - as an alternative to the side ad unit (but by no means with it). According to the official blog, testing over two months showed that, on average, moving down the side banner gives an increase in CTR:
1. The novelty effect for users who are already used to ignoring side advertising.
2. Larger ad unit size in pixels.
3. More noticeable advertising for those who are used to “crawling” search results by scrolling page by page.
Perhaps the increased CTR at the bottom of the page is a temporary phenomenon until users are used to the new format. Google experts do not report for which advertisers and on what principle they decide to move side advertising down.
Side block:
Lower block with the same ad:
Each advertiser can compare the performance of top and side / bottom ads on the Top vs. tab Side of your AdWords account. In the future, this tab will be renamed Top vs Other .
1. The novelty effect for users who are already used to ignoring side advertising.
2. Larger ad unit size in pixels.
3. More noticeable advertising for those who are used to “crawling” search results by scrolling page by page.
Perhaps the increased CTR at the bottom of the page is a temporary phenomenon until users are used to the new format. Google experts do not report for which advertisers and on what principle they decide to move side advertising down.
Side block:
Lower block with the same ad:
Each advertiser can compare the performance of top and side / bottom ads on the Top vs. tab Side of your AdWords account. In the future, this tab will be renamed Top vs Other .