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Latest Google update to SERPs “significant” for many advertisers, says Epiphany MD


By Michael Feeley, Founder and chief exec

February 22, 2016 | 2 min read

Tom Salmon, managing director of specialist search agency Epiphany, has called on online advertisers to recognise the potential importance of Google’s latest major update, which changes the way PPC ads are displayed in its search engine results pages (SERPs).

Epiphany's managing director Tom Salmon.

Introduced last Friday without an official announcement from Google, the main changes include the following:

• Up to four ads will now be displayed at top of search results;

• Around 3 per cent of queries, those with the most commercial intent, are likely to be affected;

• Right-hand text ads will be removed for all queries;

• Ads will be displayed at the bottom of the page more often – up to three ads may be displayed at the bottom of SERPs;

• The changes currently affect desktop and tablet platforms only.

Discussing the update, Epiphany’s managing director, Tom Salmon, said: "It's a potentially significant change for many advertisers. CPCs will be affected and it's likely that there will be renewed focus on a number of areas such as Google Shopping, conversion rate optimisation and ad extensions. We're tracking a number of factors to understand the impact of these changes in both paid and organic search."

For those looking for more details of the latest Google update, Epiphany has published a blog on the topic.

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