Google’s Search Generative Experience is reshaping ad placement on search results pages.
Introduction:
A recent study by SEO platform SE Ranking uncovered some interesting trends about where ads pop up on Google’s Search Generative Experience (SGE), and it’s something businesses and marketers should pay attention to. The study looked at 100,000 keywords across many opportunities to understand how ads are placed in search engine results pages (SERPs) now that SGE plays a big role in them.
Ad Placement Trends:
According to SE Ranking’s analysis, shopping ads usually show up above SGE snippets a whopping 80% of the time. The study delved into 18,455 SGE text snippets and found that ads were commonly placed at the bottom (35.21%), followed by the top (23.19%). Interestingly, shopping carousel ads were present in 14.4% of cases, and in 27.2% of instances, no ads were accompanying the SGE snippet.
Less common were placements below and on the sidebar, with 13.65% and 5.63%, respectively. These findings provide insights into the most effective ad positioning, especially for sectors like Fashion and Beauty and e-commerce and Retail, where shopping ads are common.
Why It Matters:
Understanding where your ads show up on the ever-changing Google SERPs is important in today’s digital marketing landscape. SE Ranking’s study gives businesses and marketers valuable insights into optimizing their ad placements, especially when AI-generated content like SGE is in the mix. This knowledge can lead to data-driven decisions for improved marketing efficiency, particularly in sectors heavily reliant on shopping ads.
Adapting to Change:
Google’s SERPs are dynamic, and marketers need to stay on top of these changes. The study highlights this by comparing the data from a late 2023 study, where only 4% of keywords triggered an SGE snippet, to the current study, where 12.3% didn’t elicit an SGE response. This suggests an evolving landscape that requires continuous observation and adaptation.
Conclusion:
In conclusion, the study indicates that if used correctly, SGE can not only change how users interact with search results but also how they come across and engage with ads. As Google faces new search competitors and works on balancing ad relevance and monetization in the era of generative AI, keeping an eye on these trends becomes more important than ever for businesses and marketers.
Leave a Comment