The Role of Non-Brand Text Ads in an Evolving SERP

Non-brand paid search text ads are decliningThe Google SERP now presents three types of formats when someone searches for a product:  Organic, PLAs, and Non-Brand Text Ads.  These same three options have existed for a few years, but the PLAs used to be buried below the fold and were called Product Search (and Froogle, a really long time ago).

All search marketers know that visibility drives volume, and with PLAs now showing at the top of the page and non-brand text pushed below the fold, clicks to the image-friendly PLAs have soared; whereas, clicks to non-brand text ads are on the decline.  Continue reading