With Google constantly updating their Advertising services, it is important to keep up with the latest changes. Dr. Pete over at SEOmoz collected some data to get a good view of what the Adwords landscape looks like in 2013.This data gives us a quick look at the evolving picture. They crawled 10,000 page-one Google SERPs on a weekday during normal business hours. We should take note that since they pulled keywords from Adwords’ research tools, the SERPs might have more commercial intent than “average” keywords.
Out of the 10k queries that they crawled, 85.2% appeared with ads and 86% appeared with either ads or shopping results. Paid shopping results have only been around since May and are already on about 20% of the queries crawled. Paid shopping results can appear in multiple forms and sizes on the SERP. The most popular combination is with ads appearing at the top and side at 39%. The top three categories with ads are apparel, real estate, and home & garden.
I think the big take away from 2013 is the rise of paid shopping results. If you are a retailer, I would be looking closely at the shopping results that pop up next to your ads. Since shopping shows the price of the product, you might want to test some prices in ad copy as well. Also, if the prices are way different from yours, make sure to keep an eye on your cost per conversion. If you see a big spike there, I would look into some ad group and keyword optimization. The changing landscape of Google is something that PPC and SEO specialists need to be constantly monitoring in order to make the best decisions on their accounts.
(Credit: SEOmoz – http://www.seomoz.org/blog/the-google-adwords-landscape-infographic)