Major Changes For Google Adwords
If you thought that you could bypass Google Adwords (the pay per click paid for listings at the top of the search page), think again. Google has made some major changes that are going to make search engine optimisation even more difficult.
As I've been telling you in this blog for some time now most people will come to your website via a mobile device not a desktop. Google has also recognised this and now has adopted the slogan and philosophy "mobile first".
50-60% Of All Search Is Now On Mobile Devices
Because 50-60% of all search is conducted on a mobile device Google is taking advantage of this like never before. Here are the changes and you'll quickly see why search engine optimisation is going to be even more difficult.
Google Adwords is Google's main source of revenue. They don't really want you to click on one of those free listings. To make this more difficult they've made their ads 50% bigger.
The consequence of this is that now the ads take up 50% more space on the first page of Google. In mobile terms, this effectively means that there are no "free" listings on the first page of Google's search.
Even if you have the best search engine optimisation company working on your website, it's highly likely that you won't be seen on a mobile search.
So how has Google Adwords made its adverts 50% bigger?
Before the change you used to have one line for a headline and around 40 characters for your text. Google has expanded this to two lines for the headline, and given you 85 words to write your text.
The upshot of this is that in almost all instances your click through rate (people seeing your ad and clicking on it) goes up by around 50-60%. This is great news if you are advertising with Google Adwords, not so great if you're not.
They have also let you put extra words in the URL line. This just makes the advert more attractive, encouraging even more people to click on it.
There are now no adverts down the right hand side of the screen, just the top four or five Google Adwords ads at the top and usually three or so at the bottom of the page.
This has really squeezed the free listings, so that whilst you might get three or four on a desktop search, you really don't get to see any on a mobile search.
And mobile users are much less likely to scroll down below the Google Adwords ads, they almost always click on one of these.
Google becoming an Adverts Engine
I stated around eighteen months ago that Google would effectively change from being a search engine to an adverts engine and this concept isn't new.
Just think back a few years to the Yellow Pages. To get noticed you had to pay for a larger advert, Google Adwords are no different.
If you are really serious about promoting your dental practice. Grasp the nettle and start to use Google Adwords. But be beware, if you don't know what you are doing it can cost you dearly.
Take my advice and get a marketing expert involved. In the long run it will make your ads so much more effective and potentially save you a fortune too.
If you would like to know how we can help you with your pay per click Google Adwords. Call me today on 01767 626 398 or email me at firstname.lastname@example.org. Visit either our website dentalmarketingexpert.co.uk or Facebook or Twitter pages.