A recent change with Google Adwords has them leaning left. The ads that usually line the right side of desktop searches have disappeared. Now the top 4 or so spots at the top will be ads and usually some at the bottom. What can we learn?
#1 - Google Knows How To Make Money
Google makes the vast majority of their money from Google Adwords. They just made it harder for those companies who were unwilling or unable to bid on traffic in the top couple of spots. Prices will move up for those top spots as the competition for eye balls just got a lot more fierce. Google will make more money from this strategy. They've tested this out and have the best analytics on the planet. Money tree firmly planted.
#2 - Getting Found Just Got Harder
Some of my clients had found a sweet spot on that right side. Lower costs and more committed buyers because they were reading ads and not just going for the top 1 or 2. The strategy must change.
Most people don't scroll to the bottom or click next page.
#3 - Diversify Your Channels
If you're one source of new leads was Google Adwords, life just got more expensive.
You have to diversify and have multiple channels where people can come into your audience. There will always be one channel that is the most effective for you. That's just the way it is. But, you must have a strategy for more than one, so that your future is not tied up in a change that is out of your control.
- Josh Langford