Google is experimenting with new ad placements in search results, but the frequency remains low. Here’s what you need to know:
By the numbers. As shared by Mordy Oberstein, head of SEO brand at Wix:
0.31% of desktop SERPs have ads mixed into organic results
0.01% of mobile SERPs have ads mixed into organic results
2% of all SERPs have “normal” ad placement at the top.
Desktop preference: 18% of SERPs with mixed ads place them immediately after a featured snippet.
Mobile difference: Less than 2% of mobile SERPs with mixed ads follow this pattern.
Why we care. Ads placed within organic results or immediately after featured snippets could potentially capture more user attention than traditional placements. Click-through rates, conversion rates and overall ROI could be affected by these new placements, requiring advertisers to adjust their strategies accordingly.
The big picture. Google is testing various ad placements, including under featured snippets and within organic results.
Ad frequency:
Desktop: Generally two ads mixed with organic results
Mobile: Usually one ad mixed with organic results
Between the lines. Google appears to favor the spot right after featured snippets for ad placement on desktop, but this strategy is not mirrored on mobile.
Bottom line. While Google is experimenting with new ad placements, the overall frequency of ads mixed into organic results or placed under featured snippets remains extremely low across all SERPs.
What to watch. How Google’s ad placement strategy evolves and whether the frequency of mixed ads increases over time.
