[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fadwords-remove-right-sidebar-ads":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":395,"breadcrumbs":396,"reading_minutes":211,"category":404,"head":406},"2016-02-23T09:14:23",{"rendered":6},"\u003Ch2 id=\"googles-increasing-its-advertising-costs\">Google’s increasing its advertising costs\u003C\u002Fh2>\n\u003Cp>Last week, on Friday 19th February, Google rolled out a change to its search results page layout which many industry commentators have suspected for some time. Previously, for highly competitive and commercial queries there was a small chance of additional ad units appearing, but this move brings with it the removal of the right sidebar for many more.\u003C\u002Fp>\n\u003Cfigure style=\"width: 616px\" class=\"wp-caption aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2506\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGG0fNPRv-moz-4-ads-top.gif\" alt=\"Credit: Dr. Pete at Moz\" width=\"616\" height=\"340\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Ffour-ads-on-top-the-wait-is-over\">Credit: Dr. Pete at Moz\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Ch2 id=\"what-happened-in-this-update\">What happened in this update\u003C\u002Fh2>\n\u003Cfigure style=\"width: 230px\" class=\"wp-caption alignright\">\u003Ca href=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F0y9GIpvV-new-layout.png?auto=compress%2Cformat&fit=scale&h=200&q=90&w=153\" rel=\"attachment wp-att-3120\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-2507 size-medium\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F0y9GIpvV-new-layout.png?auto=compress%2Cformat&fit=scale&h=200&q=90&w=153\" alt=\"new-layout\" width=\"230\" height=\"300\" \u002F>\u003C\u002Fa>\u003Cfigcaption class=\"wp-caption-text\">The new layout. Click to expand.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Cp>Google has begun to remove the right sidebar, linearising the page into the one column layout, similar to the one-column mobile layout. Many industry commentators have suggested this is the reason, but we think the reason is a little more commercial…\u003C\u002Fp>\n\u003Cp>Now, the right hand sidebar is almost exclusively reserved for knowledge graph results for brand searches (where ads usually don’t show anyway), or product listing ads (PLAs) for product-driven searches.\u003C\u002Fp>\n\u003Cp>Also, Google has created a few additional ad spots at the bottom of the search results page after the ten organic results, much like on mobile. This is to replace the lower positions previously found towards the mid-bottom right hand side.\u003C\u002Fp>\n\u003Ch2 id=\"does-this-make-sense\">Does this make sense?\u003C\u002Fh2>\n\u003Cp>\u003Cstrong>Completely.\u003C\u002Fstrong> Google makes almost 90% of its revenue from AdWords so by optimising its ad inventory then it can make more money for its investors by taking more from advertisers. Ads placed on the right hand side typically saw much lower click through rates than those placed at the top of the page. For example, look at the difference in the click through rates (CTR) in the screenshot below: 7.45% vs. 0.81%.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2508\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FUCmHwNqL-google-top-vs-other-1.png?auto=compress%2Cformat&q=90\" alt=\"google-top-vs-other\" width=\"819\" height=\"166\" \u002F>\u003C\u002Fp>\n\u003Cp>By moving the fourth result from the right hand side to the top of the page, the ad revenue from position four will increase drastically. And by adding in additional ad spots following the 10 organic listings, Google’s likely to retain or increase the number of ad clicks found from non-top of page ads anyway.\u003C\u002Fp>\n\u003Ch2 id=\"what-this-means-for-advertisers\">What this means for advertisers\u003C\u002Fh2>\n\u003Cp>This means cost increases for advertisers. It’s simple supply and demand — Google is restricting the above the fold supply of ad inventory, so price will face upwards pressure and more advertisers will be priced out of the auction. Some advertisers may also now be planning to bid even higher and as a result, due to the way Google runs their auction, this may artificially inflate the auction price.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2509\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FuMMask3f-supply-demand.png?auto=compress%2Cformat&q=90\" alt=\"supply-demand\" width=\"358\" height=\"323\" \u002F>\u003C\u002Fp>\n\u003Cp>This means advertisers need to be more careful about their pay per click strategies. A properly managed campaign can still deliver unbelievable digital marketing results, so ensure you have a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC expert\u003C\u002Fa> look over your efforts.\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Click here to contact us if you think we can help your business\u003C\u002Fa>.\u003C\u002Fp>\n",false,"standard",[10],40,[],[13],108,[15,16,17,18,19,20,21,22],"post-2505","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":24,"hero":207},[25,154],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"February’s AdWords shakeup: Removal of AdWords ads sidebar",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},1,"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":98},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[40,57,69,79,89],{"page":41,"link_text":45},{"ID":13,"post_author":42,"post_date":43,"post_date_gmt":43,"post_content":44,"post_title":45,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":48,"to_ping":44,"pinged":44,"post_modified":49,"post_modified_gmt":49,"post_content_filtered":44,"post_parent":50,"guid":51,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":56},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":58,"link_text":68},{"ID":59,"post_author":60,"post_date":61,"post_date_gmt":61,"post_content":44,"post_title":62,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":63,"to_ping":44,"pinged":44,"post_modified":64,"post_modified_gmt":64,"post_content_filtered":44,"post_parent":65,"guid":66,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":67},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":70,"link_text":73},{"ID":71,"post_author":42,"post_date":72,"post_date_gmt":72,"post_content":44,"post_title":73,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":74,"to_ping":44,"pinged":44,"post_modified":75,"post_modified_gmt":75,"post_content_filtered":44,"post_parent":76,"guid":77,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":78},244,"2020-12-21 14:32:54","CRO","cro","2026-04-13 10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":80,"link_text":88},{"ID":81,"post_author":42,"post_date":82,"post_date_gmt":82,"post_content":44,"post_title":83,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":84,"to_ping":44,"pinged":44,"post_modified":85,"post_modified_gmt":85,"post_content_filtered":44,"post_parent":52,"guid":86,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":87},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":90,"link_text":93},{"ID":91,"post_author":42,"post_date":92,"post_date_gmt":92,"post_content":44,"post_title":93,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":94,"to_ping":44,"pinged":44,"post_modified":95,"post_modified_gmt":95,"post_content_filtered":44,"post_parent":52,"guid":96,"menu_order":52,"post_type":53,"post_mime_type":44,"comment_count":54,"filter":55,"url_path":97},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":99,"id":99,"title":100,"filename":101,"filesize":102,"url":103,"link":104,"alt":44,"author":105,"description":44,"caption":44,"name":106,"status":107,"uploaded_to":52,"date":108,"modified":108,"menu_order":52,"mime_type":109,"type":110,"subtype":111,"icon":112,"width":113,"height":114,"sizes":115},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 15:58:10","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":116,"thumbnail-width":117,"thumbnail-height":117,"medium":118,"medium-width":119,"medium-height":120,"medium_large":121,"medium_large-width":122,"medium_large-height":123,"large":124,"large-width":125,"large-height":126,"1536x1536":127,"1536x1536-width":128,"1536x1536-height":129,"2048x2048":130,"2048x2048-width":131,"2048x2048-height":132,"post-thumbnail":133,"post-thumbnail-width":134,"post-thumbnail-height":135,"12_col":136,"12_col-width":137,"12_col-height":138,"default_landscape":139,"default_landscape-width":140,"default_landscape-height":114,"default_portrait":141,"default_portrait-width":114,"default_portrait-height":140,"6_col_and_margin_short":142,"6_col_and_margin_short-width":134,"6_col_and_margin_short-height":138,"11_col_and_margin":143,"11_col_and_margin-width":144,"11_col_and_margin-height":138,"9_col_rectangle":145,"9_col_rectangle-width":146,"9_col_rectangle-height":147,"11_col":148,"11_col-width":149,"11_col-height":138,"staff_image_696_600":150,"staff_image_696_600-width":113,"staff_image_696_600-height":114,"rectangular_thumbnail":151,"rectangular_thumbnail-width":152,"rectangular_thumbnail-height":153},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":155,"reduced":27,"top_overlap":156,"bottom_underlap":156,"disable_observer":-1,"heading":157,"cta_text":158,"cta_link":159,"items":160},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[161,181,196],{"type_key":16,"title":162,"excerpt":163,"to":164,"postedAt":165,"readingTime":166,"image":167,"authors":168,"category":178},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[169,172,175],{"name":170,"image":171},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":173,"image":174},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":176,"image":177},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":179,"name":180},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":182,"excerpt":183,"to":184,"postedAt":185,"readingTime":186,"image":187,"authors":188,"category":195},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[189,192],{"name":190,"image":191},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":193,"image":194},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":179,"name":180},{"type_key":16,"title":197,"excerpt":198,"to":199,"postedAt":200,"readingTime":166,"image":201,"authors":202,"category":206},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[203,205],{"name":204,"image":191},"Harry Clements",{"name":193,"image":194},{"to":179,"name":180},{"type":208,"style":209,"heading":28,"date":4,"updatedAt":210,"reading_minutes":211,"image":212,"imageAlt":28,"categories":213,"collections":394},"blog-post","light","2022-02-07T16:48:44",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FztCDaMxn-050720211625527797_numbers-money-calculating-calculation.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[214],{"id":10,"count":215,"description":216,"link":179,"name":180,"slug":217,"taxonomy":218,"parent":52,"meta":219,"acf":220,"head_links":221,"resource_count":222,"yoast_title":223,"yoast_meta":224,"yoast_json_ld":269,"_links":366,"path":179},272,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[225,227,230,233,236,239,242,244,246,248,251,254,257,260,263,266],{"property":226,"content":223},"title",{"property":228,"content":229},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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