AdGooroo releases travel and retail keyword results after Google’s right rail ad change


AdGooroo has released its second look at the impact of Google eliminating text ads in the right rail on desktop search results. The two analyses — one on retail keywords, another on travel keywords — tell similar stories: a reduction in the number of advertisers competing in the auctions, slight increases in cost per click (CPC) on average, but big swings at the individual keyword level.

Across the set of top 20 travel keywords, AdGooroo monitors — comparing February 1–18 to February 19–March 28 — the number of advertisers bidding per keyword fell 15.4 per cento, from an average of 38 advertisers bidding per keyword to an average of 32. The average CPC among the top 20 keywords increased by just three cents, on average (5.2 percent), Da $2.65 A $2.68. Che ha detto, there was wide variation in performance at the individual keyword level. For contrast, note that “cancun all inclusive” CPC rose 35 per cento, and “car rentals” rose 34 per cento.

google right rail ads travel keywords adgooroo

Nel complesso, click-through rates increased 10 percent across the top 20 travel keywords. Just one keyword (“river cruises”) saw a slight decline of 3.3 percent in CTR.

In its earlier analysis of the top 20 retail keywords earlier this month — comparing February 1–18 to February 19–March 8 — AdGooroo found that competition was cut by 27 per cento. The average CPC rose seven percent, con 14 su 20 keywords seeing increases. Tuttavia, ancora una volta, several keywords saw significant decreases in CPC: “mobile phone” was off by 26 per cento, “shoes” fell by 14 per cento. Then there was the outlier, “samsung galaxy 26,” which rose by 108 per cento.

Nel frattempo, looking across 2,500 retail keywords, the average CPC increased just 1.8 per cento, while the number of advertisers competing fell by 42 percent since the change went into effect.

google right rail impact on retail words

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