Google has recently altered its ad placement strategy, mixing sponsored ads within organic search results. Historically, ads were placed at the top or bottom of a SERP, but now they can appear below top organic results. This change, detailed in Google's documentation, has been tested over ten months before its official launch on March 28, 2024.
Timeline of Changes
- June 17, 2023: Initial testing began, showing ads discreetly on mobile devices.
- October 23, 2023: Broader testing noticed by the SEO community, with ads appearing on both mobile and desktop.
- March 28, 2024: Official launch announced, making the change permanent.
Types of Ad Placements
- Mixed with Organic Results: Ads appear within top organic results, usually one or two ads, sometimes up to four.
- Below Featured Snippets: Ads are placed directly below featured snippets, often a full set of four ads.
Google's Intentions
- Mixed Results: Aimed at increasing ad clicks by desensitizing users to ads.
- Below Snippets: Maintains user experience by keeping the answer to the query prominent without ads obstructing it.
Analysis with Semrush
Using Semrush’s Organic Research tool with the “Ads top” filter helps analyze ad placements relative to organic listings. This method shows that ads mixed with organic results are still rare.
Final Thoughts
The change appears neutral for users and SEO, with ads mostly appearing in traditional positions. Google’s ad labeling has reverted to "ad" instead of "sponsored" on mobile. Continuous testing is expected, ensuring the industry remains dynamic.
