Google’s New Adwords Layout for Search Result Pages

Major online media players like Google and Facebook have made significant changes to how Advertisers can now interface with them.

Revenue per user at Facebook has increased almost 400% in recent years. Google has eliminated most of the paid search opportunities on search results pages from ten to only four. The positioning of paid ads, combined with Google search results, places profile hogs all above the fold on most keyword submissions.

There are radical changes in internet media. There are Strengths, Weaknesses, Opportunities and Threats associated with these changes. Dive in and give us your opinions on this topic by clicking the buttons below each square of the matrix.

Strengths

"For schools, the strength in this is a lot of third party vendors are going to be flushed out of the google system. While clicks will cost more , conversion rates will be higher as well"
- Gregg Meiklejohn
"Existing advertisers with well optimized campaigns will have greater impression share."
- Tammy Miles
"Advertisers can create a more targeted approach allowing them to generate more focused attention."
- Lisa Olmedo
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Weaknesses

"Highly competitive regions will have to duke it out for the top 4 spots in google, which will drive up CPCs and cost per lead."
- Tammy Miles
"Smaller advertisers will be pushed out."
- Martin
"Google has always kept the users experience first. Not providing options seems like a bad idea."
- Lisa Olmedo
"if you are trying for cheaper leads to buttress weak admissions processes , you're screwed. Cheap lead volume will dry up..."
- Gregg Meiklejohn
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Opportunities

"Getting smarter by splicing the wealth of data to focus on enrollment will help steer budgets to outcomes vs lead volume. Ensuring tracking is in place for this will be paramount."
- Tammy Miles
"Is there a way for smaller schools that don't compete with eachother to combine their ad spend to get better placement?"
- Martin
"Opportunity to expand your digital media reach beyond a heavily weighted Google PPC buy. Instagram, Pinterest, Linked In, online videos, banner ads etc."
- Jeremy
"Really dedicating to long tail keyword management to ease competitive pressure. Along the line of Martins comment, why not a Co-op for paid search, however cpl wont alter that much. I think its back to the old days running many tertiary tactics like Jeremy has stated, especially for smaller schools"
- Gregg Meiklejohn
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Threats

"There is a potential threat to organic traffic with the new SERP layout pushing down organic listings in favor of PPC and Google Places while also reducing the # of sites ranked on page 1."
- Tammy Miles
"this is supply demand issue. The competitive slots for keywords are reducing by 3/4? If a school is dining on low cost leads by way of low ranking , they will get pushed to page 2."
- Gregg Meiklejohn
"Users will catch on that only the "Big Dogs" can afford to advertise in the four slots left available which in turn could crash PPC altogether."
- Lisa Olmedo
"Google have remade their product now. Assuming 95% only look at the first page, this is no longer the frinedly organic UX we're used to. PPC then Google Place/Express, then...whatever..."
- Gregg Meiklejohn
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