{"id":3376,"date":"2016-08-05T14:06:33","date_gmt":"2016-08-05T14:06:33","guid":{"rendered":"http:\/\/www.puredesignsolution.com\/?p=3376"},"modified":"2016-08-05T14:06:33","modified_gmt":"2016-08-05T14:06:33","slug":"forget-sixpacks-google-adwords-steps-up-new-fourpack-ads-as-priority-or-google-rolls-out-fourpack-ads-heres-what-it-means-for-digital-marketers","status":"publish","type":"post","link":"https:\/\/www.puredesignsolution.com\/blog\/forget-sixpacks-google-adwords-steps-up-new-fourpack-ads-as-priority-or-google-rolls-out-fourpack-ads-heres-what-it-means-for-digital-marketers\/","title":{"rendered":"Forget Six-\u00adPacks, Google AdWords Steps Up New Four-\u00adPack Ads As Priority"},"content":{"rendered":"

Google AdWords has removed right\u00adhand side ads and has now stepped up the priority for its new four\u00adpack ads for \u201chighly commercial\u201d search terms. Here\u2019s what it means for all of you digital marketers<\/a>.<\/p>\n

Customer Is King \u2013<\/strong>\u00a0The fourth paid ad position shows up for online search topics when there\u00a0is a highly commercial inquiry. In other words, when a customer expresses a serious intention to\u00a0purchase something with a query such as \u201cbuy smartphone\u201d or \u201cbuy laptop,\u201d the four\u00adad pack is\u00a0six times more likely to show up above the organic search results.\u00a0Google wants to ensure that\u00a0what content marketers create is relevant and trustworthy.<\/p>\n

Micro\u00adMoments \u2013<\/strong>\u00a023% of all online search topics will yield itself for four\u00adpack ads, and\u00a0purchase intent searches are six times more likely to see a four\u00adpack ad. Again, we can only\u00a0emphasize the importance of paying attention to customer intention when developing search\u00a0strategy based ads\u037e such critical touch points in a customer\u2019s journey are referred to as \u201cmicro\u00ad\u00a0moments.\u201d Marketers need to pay attention to how a consumer is searching online, especially\u00a0for keywords that express a desire to buy something, do something or go somewhere.<\/p>\n

More Competition Between Advertisers \u2013\u00a0<\/strong>Organic search results are going to be pushed\u00a0down the results page when there is an intent to purchase on display by the user. Studies\u00a0indicate searches with a discovery intent have a 69% higher click\u00adthrough\u00adrate for the top five\u00a0search results. Since Google knows consumers don\u2019t want to be bombarded with too many ads,\u00a0the sidebar ads are no longer going to be on display.<\/p>\n

For example, if one searches for \u201cbuy new\u00a0laptop,\u201d the new layout will display seven ads, unlike 11 ads as per the old layout. All of these\u00a0changes, end up making the four\u00adpack ad space highly coveted \u00ad\u00ad the number of ads on display\u00a0have been reduced, and the importance of showing up in one of these limited ad spaces has\u00a0gone up because people searching with an intent to purchase are actually very likely to click on\u00a0such ad links.<\/p>\n

How to Up Your Game \u2013<\/strong>\u00a0To up your advertising game, it is important to know which\u00a0commercial terms have organic search results so you can merge both organic and paid search\u00a0strategies to boost ROI<\/a> for paid and organic marketing efforts. Research pages that are ranking\u00a0for various terms and modify your web pages to map content as per what consumers are\u00a0searching for. It is also important to see which search topics yield few ads, to develop content\u00a0that is relevant and high\u00adquality to attract results organically. At the moment, search results\u00a0have not been impacted by these ad changes for those who are not logged into their Google\u00a0account or who are browsing in incognito mode, so you still have some time to do more\u00a0research on your own.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Google AdWords has removed right\u00adhand side ads and has now stepped up the priority for…<\/p>\n","protected":false},"author":3,"featured_media":3377,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-3376","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nForget Six-\u00adPacks, Google AdWords Steps Up New Four-\u00adPack Ads As Priority - Pure Design Solution<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.puredesignsolution.com\/blog\/forget-sixpacks-google-adwords-steps-up-new-fourpack-ads-as-priority-or-google-rolls-out-fourpack-ads-heres-what-it-means-for-digital-marketers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Forget Six-\u00adPacks, Google AdWords Steps Up New Four-\u00adPack Ads As Priority - 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