How Google’s New Layout Will Affect Your Nonprofit
An article from Search Engine Land by Alistair Dent looks at Google’s recent changes to their search results. In the past weeks Google began displaying four ads above the organic desktop search results as well as removing ads on the right-hand side. Contributor Alistair Dent is the Head of Product Strategy at iProspect, the UK’s largest performance agency. Working closely with media owners, technology platforms and clients, Alistair ensures that the right digital strategies are in place to improve performance.
Trending News | Search Engine Land | Alistair Dent | 02/23/2016
What Google’s New Layout Means For Search Marketers
If you’ve noticed things shifting in Google’s SERPs, you’re not seeing things. This week, Google has been increasing the frequency of its paid search listings, showing up to four ads above desktop search results, and simultaneously removing the ads on the right-hand side.
Google has been testing four ads above the organic results for years, though only for a small subset of searches. Now, a greater number of searches — specifically “highly commercial queries” — are likely to serve four ads.
The impact of seeing four ads above the search results is yet to be seen. As I see it, there are positives and negatives in this move.
Insider Outlook | Steven Page | MobileCause Webmaster
How Google’s New Layout Will Affect your Nonprofit
Google’s new desktop search result will have both positive and negative effects on nonprofit’s marketing campaigns—especially nonprofits that are participating in Google grants, which is the Google Adwords for Nonprofits program.
Currently this change has affected multiple nonprofit related queries already that can directly impact your fundraising goals.
The Good – More Clicks and Higher Click-Through Rate: Now that four ads are on the top of the search results without the side ads being present, there will be more clicks to this section of the search results. There will be fewer ads on the result pages to take clicks away from your ad. There used to be up to eleven ads on a search result page, but now the number of ads has been reduced to seven. These changes should improve your click-through rate in these ad slots therefore helping you improve your ad’s quality score. Ads in the banner positions receive 14x the click-through rate of the same ad on the same keyword on the right-hand side, according to Dent. So if your ads have always been in the middle of the pack on the right side you should now find that your ad will be in position to receive more clicks.
Less Cluttered: If you are a neat a tidy person and like things organized, you can now breathe easy. Removing the ads from the right-side creates a simple and clean list of search results in a single column. Now if there is a potential donor searching to support your cause they will be focused on one section of the page and will have fewer results to choose from, giving your ad a better chance of getting clicked and bringing on a new donor.
The Bad – Higher Costs: Reducing the amount of ads in the top results is great… if your ad is in the top four ad slots that appear above the organic search results. Reducing the amount of ads from eleven to seven will more than likely increase the bidding for the top four ad slots. In short, the top four positions are now more valuable than ever so more organizations are going to want to be in these positions, and in order to maintain your spot in the top four you are going to have to keep an eye out on competition and your bid amounts.
The Big Picture: If your nonprofit has relied on PPC for along time, you are now going to have more balance between your SEO and PPC efforts. Cost per click is going to get more and more expensive so your organization is going to want to reduce its costs by improving your organic placement where it costs nothing per click. Now that PPC is getting expensive your org is going to want to make sure its online donation form is easy to use and can capture donations. Every time someone clicks on your ad it costs you money, so you want to get more bang for your buck. When a potential donor lands on your donation form it does not guarantee that they will donate. Need help? Use these 10 online donation form tips to learn best practices that will help you acquire donors online.
Summary: Getting people to your website is getting more expensive and more difficult year after year. That is why it is becoming increasingly vital to have easy to use mobile friendly donation forms to convert your visitors into new donors, volunteers, team members, etc.