Major Changes to Google PPC Ad Positioning

February 22nd, 2016 in Performance Marketing 52 second read

As some of you may have noticed, there have been some major changes to the way paid ads are being shown on Google.

It would seem that Google has removed ads in the right-hand column which typically used to hold ads with positions 4-10, and are instead showing four at the top and three at the bottom. The right column is now space for a more prominent Google Shopping area.


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With no official announcement yet from Google, we cannot conclusively say these changes are here for good. One thing we can be certain of is that if these changes are carried out, it’s going to have a major impact on small businesses advertising through Google.

Some key things to look out for:

  • Rising CPCs as advertisers fight for the top positions (positions 4-10 are now either going to be pushed down to the bottom of the page, or onto pages 2-3.)
  • Position changes
  • Advertisers happily sitting in positions 1-3 may see an increase in CTR as they have fewer ads to distract them

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