Introduction
You’ve got a feeling that some are “ads,” and others are organic links? There is someone else out there with the same thought. Just recently, Google released a tempting change affecting how we view sponsored content. There is a global ad label called “Sponsored results” that quite clearly lumps all paid listings under one advertising banner. If asked for, a user can collapse that listing.
Most importantly: Because for marketers, SEO types, and just the everyday searcher, the change could sway click behavior, affect ad strategies, and in some way influence trust brokers put in whatever’s shown to them. So let’s dissect everything, the what, why, and how of the changes, including what to prepare for.
What is exactly the Sponsored results label, and how does it work?
Simply stated, Google is changing its Ads in Search ordering. Gone are the individual “Sponsored” or “Ad” tags, replaced by a single bold “Sponsored results” header under which text ads are grouped.(blog.google)
Some aspects have changed:
The “Sponsored results” header will stick as you scroll down the page, therefore enhancing visibility. (blog.google)
Users will find a “Hide sponsored results” button at the bottom of the group, allowing them to collapse all sponsored listings if so chosen. (blog.google)
There will never be more than four text ads in one grouped section, Google guarantees.(blog.google)
That labeling applies not only to text ads, but also to Shopping ads, which read “Sponsored products.” (blog.google)
Instead of labeling each ad separately, they have now become more of a consolidated unit, maybe easier to identity, maybe easier to avoid.
Why is Google making this change now?
Well then, there are a few objectives, some of which are said by industry observers to be hidden:
1. More transparency and trust
Google argues that the new format gives more clarity as to whether one is looking at paid content or organic content, so the user should have more control. One example is the sticky label and hide feature. (blog.google)
2. Better user experience
By grouping ads, the search results appear less cluttered. Google realized it “helps people navigate the top of the page more easily.” (blog.google)
3. Click behavior impact
According to some observers, the change might make ads more attractive to clicks or simply make them less obvious compared to organic scores as the grouping might blur the line. (Search Engine Roundtable)
4. Advertisers’ needs and actual user experience
Google ends up balancing to keep ads as its main source of revenue and without turning off customers. Grouping, labeling, and giving-hide-control options work to strike this balance.
How will this affect click-through rates(npm, Tata strategy, and SEO)?
Let’s get to the very bottom of this.
For advertisers (PPC / Google Ads)
Advertisers are expected to see changes in their CTRs. Some eyes may skip over the grouped “Sponsored” section with distrust, while others might click more if the label calls their attention.
More will be placed on the ad’s quality and relevancy. On the users’ end, however, they finally jot on an ad or two that look worth their time and cannot abstract that advertisement away.
Immediately monitoring and optimizing for this must be a priority. Once the rollout finishes, track performance changes and alter strategy accordingly.
For SEO & Organic
There is an opportunity that organic results may level the visibility scores (if many will hide the ads).
Now, this means that more ad placements or tweaks could get rolled out, and so content quality, keyword targeting, and technical SEO must stay ahead.
Should the ad layouts evolve, you need internal linking, semantic depth, and clear intent targeting to keep your rank.
For users
More clarity on whether a result is an ad or not.
More control, so you can choose to collapse sponsored results.
Potential for confusion + Some users will still read grouped ads as organic in mixed sections.
As Barry Schwartz from Search Engine Roundtable puts it:
“This new ad format is producing more clicks on ads instead of fewer clicks on ads. (Search Engine Roundtable)”
Now, what are marketers and site owners supposed to do?
This is your to-do list:
Review ad campaigns expect some fluctuations. A/B test creatives, headlines, ad copy, targeting.
Go the extra mile for relevance and quality score, making sure ads are tightly aligned with user intent.
Watch CTR trends before rollout versus after rollout; observe how behavior shifts.
Secure your SEO core with better content, faster site speed, schema markup, and internal linking.
Keep an eye on Google for other ad/UI changes by watching early adopters.
The sooner you react, the farther you’ll be ahead of those who react late.
People ask…
Why was the labeling of ads changed now?
Because they want to improve clarity and control, probably to shift click behavior. Big hint: The “hide sponsored results” button.
Will the “hide sponsored results” option affect ad performance?
E.g. ADJUST: Could be, inasmuch as it might collapse the section, and then a good number of users just never really look at your ad from then on. But, it’s still a new variable: some might click before they do it.
Are Shopping ads affected, too?
Yes. But the “Sponsored results” label also applies to Shopping ads (labeled as “Sponsored products”). (blog.google)
Would there be changes in the number of ads shown?
Google says never more than four text ads will be shown in a grouped section at once. (blog.google)
FAQ
Q: Will this make ads harder to spot?
A: Actually, Google says it is going to make them clearer by grouping and sticking a label on “Sponsored results,” at least the official line-even if people have ways of reading it differently.
Q: Can users disable or hide all sponsored results permanently?
A: The “hide sponsored results” button only collapses them for the session. Google is silent on disabling them permanently for any given user.
Q: Could Google reverse or change this labeling later?
A: Theoretically, yes, or perhaps in fact. Along with changes in user behavior and ad metrics, Google is concurrently changing UI. So, be ever ready for change.
Q: Do internal links help with this change?
A: Absolutely-They are related. Internally linking can promulgate the topic authority of your site and the organic pages in contention against these incoming changes in ad placements. (Do consult our other article related to best practices of internal linking.)
Q: Has this change been activated worldwide already?
A: It sure has-I can confirm Google says the rollout is global for both desktop and mobile platforms. (blog.google)
Conclusion
From outside, this update looks minor, ripple effects, however, emerge in the ways the search users click on, trust, and interact with the search results. Your Google Ads or organic growth needs to keep adapting to all the changes. How have you been noticing traffic or ad performance changes since the rollout? Share with us in the comments or direct your questions below.