Google’s inclusion of ads in organic search results has been a topic of interest for marketers and advertisers alike. Recently, data shared by Mordy Oberstein, head of SEO brand at Wix, provides some insights into the frequency of these ad placements and how they may impact user behavior and advertising strategies.
According to the data, only 0.31% of desktop search engine results pages (SERPs) have ads mixed into organic results. This means that the majority of search results still consist purely of organic listings. On mobile, the number is even lower, with only 0.01% of mobile SERPs featuring ads mixed into organic results. This suggests that Google is still experimenting with these placements and they are not yet widespread.
However, it’s worth noting that 2% of all SERPs have “normal” ad placement at the top. This means that ads appear in the traditional position above the organic results. While this is a small percentage, it indicates that Google is still utilizing this placement for some search queries.
The data also reveals some interesting patterns in ad placements. On desktop, 18% of SERPs with mixed ads place them immediately after a featured snippet. This suggests that Google may be favoring this spot for ad placement, as it is a highly visible position that could capture user attention. However, on mobile, less than 2% of SERPs with mixed ads follow this pattern, indicating a difference in Google’s strategy between desktop and mobile.
The implications of these new ad placements are significant for advertisers. If ads are mixed into organic results or placed after featured snippets, they have the potential to capture more user attention than traditional ad placements. This could impact click-through rates, conversion rates, and overall return on investment (ROI) for advertisers. As a result, advertisers may need to adjust their strategies to optimize for these new placements.
It’s important to keep in mind, however, that the overall frequency of ads mixed into organic results or placed after featured snippets remains extremely low across all SERPs. While Google is testing various ad placements, their prevalence is still limited. This indicates that Google is still experimenting with these placements and their impact on user behavior.
Moving forward, it will be interesting to see how Google’s ad placement strategy evolves and whether the frequency of mixed ads increases over time. As marketers and advertisers, it will be crucial to stay updated on these developments and adjust strategies accordingly.
In conclusion, Google’s inclusion of ads in organic search results is still in the experimental phase. The frequency of these ad placements remains low, but they have the potential to capture more user attention and impact advertising strategies. Marketers and advertisers should keep a close eye on Google’s ad placement strategy and adapt their strategies as needed.
