The other day, AdGooroo released their second look at the impact of Google eliminating text ads in the right rail on desktop search results. There were two types of analyses:
- One on retail keywords
- One dealing with travel keywords
Both of these analyses end up telling similar stories – one is a reduction in number of advertisers competing in the auctions, and another are the slight increases in cost per click on average, but big swings at the individual keyword level.
When you look across the top 20 travel keywords, AdGooroo monitors (when you compare February 1-18 to February 19-March 28) the number of advertisers that bid per keyword fell 15.4 percent, from an average of 38 advertisers bidding per keyword to an average of 32. There was an increase of just three cents in the average CPC among the top 20 keywords, on average (5.2 percent), from $2.65 to $.268. Even then, there was a wide variation in performance at the individual keyword level.
Generally, the CTR has increased 10 percent across the top 20 travel keywords. The only decline that was seen was a single keyword, “river cruises,” which fell 3.3 percent in CTR.
When comparing the top 20 retail keywords for February 1-18 to February 19-8, it was found that competition was cut by 27 percent.
By looking across 2,00 retail keywords, the average CPC has increased by only 1.8 percent. The number of advertisers competing fell by 42 percent since the change went into effect.