PPCRevisiting Search Engine Ad Breaks

Revisiting Search Engine Ad Breaks

Originally, the news of Google’s broad matching change had me thinking that
Google was adding more ad positions to their search results pages. I’ve since
talked with Google and understand now this isn’t the case. I’ve broken what is
happening into a
new story
. Meanwhile, I think this story is still a useful reminder on the
number of ad positions each search engine offers across the board.

Here’s the rundown I did
from
June 2004:

 

2004

 

Paid Links

 

Free Links

 

Total

 

% Free

 

Yahoo

 

8

 

20

 

28

 

71%

 

AOL

 

8

 

10

 

18

 

56%

 

MSN

 

9

 

11

 

20

 

55%

 

Google

 

10

 

10

 

20

 

50%

 

Ask

 

11

 

10

 

21

 

48%

 

Average

 

9

 

12

 

21

 

56%

And the situation today?

 

2006

 

Paid Links

 

Free Links

 

Total

 

% Free

 

Change

 

AOL

 

8

 

10

 

18

 

56%

 

0%

 

MSN

 

8

 

10

 

18

 

56%

 

1%

 

Ask

 

8

 

10

 

18

 

56%

 

8%

 

Google

 

11

 

10

 

21

 

48%

 

-2%

 

Yahoo

 

14

 

10

 

24

 

42%

 

-30%

 

Average

 

10

 

10

 

20

 

51%

 

-5%

 

Google*

 

14

 

10

 

24

 

42%

 

-13%

The two big players — Google and Yahoo — have decreased the percentage of
free listings shown. To be clear, on Google, you still have the same ten free
listings shown since Google began, but they’ve added another paid spot. On
Yahoo, you have 10 less free listings than they used to show, plus they’ve added
more paid spots.

Aside from number of ads, the positioning is an issue. Google’s long had many
ads running down the side of its page, something the other major players have
all largely imitated. To me, that’s not been irritating, because plenty of
editorial listings were still “above the fold” or visible without scrolling.

In contrast, dumping ads on the top of pages might drive users away. Ask used
to do this quite aggressively, as Ads On Ask &
Could Paid Listings Take Prime Position?
from last year covers in more
detail.
Ask Jeeves
to Reduce Paid Ads
covers how Ask pulled back on the ads because it found
fewer ads boosted user retention — at least in the US. In the UK, they’ll still
run up to four ads at the top of the page and five below.

FYI, Google did increase from two to three ads at the top of results
last August
(it also has been
testing
ads at the bottom of pages since November).

For the record, here’s the current top-bottom-side breakdown in chart form:

 

2006

 

Top

 

Bottom

 

Side

 

Paid Links

 

% Top

 

AOL

 

4

 

4

 

0

 

8

 

50%

 

MSN

 

3

 

0

 

5

 

8

 

38%

 

Ask

 

3

 

5

 

0

 

8

 

38%

 

Yahoo

 

4

 

2

 

8

 

14

 

29%

 

Google

 

3

 

0

 

8

 

11

 

27%

 

Average

 

3

 

1

 

5

 

10

 

36%

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