If you’ve used Google Search recently or are running PPC campaigns on Google, you’ve probably noticed a change in how ads are displayed. At first glance from the October 13th update, the “Sponsored” text appears larger, and there are a few more options for interaction. However, when we dive deeper, these updates reveal the direction Google advertising is heading. Below is our analysis of the latest changes to search engine marketing.
1. Larger Callouts on Mobile and Desktop Mean More Transparency
Previously, the sponsored portion of ads was small and easy to miss unless you were deeply familiar with the advertising space. Smaller “Sponsored” text allowed ads to blend in with organic results without disrupting the user experience.
The latest update makes these ads much easier to identify. We agree with this change. From a broader perspective, this aligns with how users have shifted to wanting more control over their data, signaling how businesses should approach both ads and website experiences.
2. Collapsible Sponsored Sections Improve Ad UX
Collapsible Sponsored sections are a new addition and particularly interesting. They allow users to customize their ad experience while improving overall navigation at the top of the SERPs. Google’s research shows that this layout enhancement improves navigation across the top of the page.
For users who are ad-conscious, many of whom use ad blockers, these improvements may be less noticeable. But for businesses, this update ensures that your ads are more prominent for those actively engaging with search results. The minor downside is that users must collapse the section each time, which isn’t ideal for long-term experience. Still, from a PPC marketing perspective, this change is a win that we like as advertisers.
3. Ad Placement at the Top of the Page, Even with the Popularity of AI Overviews
With the rise of AI-driven answer engines, Google continues to prioritize search ads with top-of-page placement. As such, PPC marketing remains a highly effective and viable method for generating leads. The downside is that your ads will compete with overviews and appear below them at times. This is especially problematic for search terms that have concrete answers (i.e., “what color is the sky?”): customers can get their answers without ever seeing your brand, reducing organic traffic.
4. Sponsored Ads Also Appear Along the Bottom of SERPs
To further emphasize the value of ads, Google has introduced a collapsible Sponsored section at the bottom of each search results page. With a four-ad limit per section, ads can now appear in positions 1-8 depending on the search query. From a business perspective, this bottom placement enhancement provides more opportunities to reach potential customers on the first page of SERPs instead of the third. An earlier page placement results in more organic traffic.
The Bottom Line
Google’s recent ad updates reflect a balance between transparency, user experience, and advertiser visibility. Larger callouts, collapsible sections, and prime placement (both top and bottom) suggest that businesses should continue to leverage PPC marketing effectively while respecting user preferences.
Contact Uplancer today for a complimentary review of your PPC ads. As an expert marketing agency, we’ll identify advertising gaps and help you get more out of your advertising spend.
