Google is introducing a redesign for search results on mobile. The new look brings branding to search results and preps the mobile search results page for a variety of content. This update allows Google to continue to evolve the types of content it shows in the search results, including video, hi-res images, 3D objects.
What this means for marketers: The ad designation color change from green to black may not seem significant, but it may have substantial implications across the SEM landscape. Searchers have been conditioned to avoid green paid ads, so now that ads appear more like organic content, it’s likely that more searchers will click on paid placements – a boost for advertisers. With increased CTRs, we expect to see CPC decrease, at first. Of course, these additional clicks would likely increase competition, raising the bid amount necessary to win auctions. The net effect will be interesting to monitor, and Harmelin will be watching for any potential impact, positive or negative, on traffic from Google mobile search as this rolls out.