Google Mixes Ads into Organic Search: What You Need to Know

Google has been blending ads into its organic search results for several months now, making it harder for users to distinguish between paid and free content. 

This tactic, highlighted through data from Semrush and shared by Mordy Oberstein, Head of SEO Brand at Wix, represents a major change in how Google presents its search results. 

This approach affects users, advertisers, and the SEO community, offering insights into Google’s evolving algorithms and business strategies.

Ads Masquerading as Organic Results

Mordy recently shared insights from Semrush on social media platforms like X. The data revealed that 0.31% of desktop Search Engine Results Pages (SERPs) now feature ads integrated with organic results. 

This figure is much smaller for mobile searches, at only 0.001%. While these percentages might seem minor, they signify a noticeable and impactful change in search result presentation.

Few weeks ago @rustybrick @gregfinn @CrystalontheWeb covered ads appearing under Featured Snippets (h/t @LidiaInfanteM) on It’s New!

Figured it was a good time then to look at the state of ads mixed within the organic results.

Ta-da… per @semrush a whopping .31% of desktop… pic.twitter.com/56CaJPntEM

— Mordy Oberstein *currently not indexed* (@MordyOberstein) July 29, 2024

Traditionally, ads were distinctly separated from organic results, typically appearing at the top or bottom of the SERP. 

Now, ads are being placed directly within the organic listings, making them appear more like regular search results.

How Google Masquerade Ads 

Oberstein’s analysis offers more detail on how these ads are positioned. On desktop searches, when ads appear within organic results, there are usually two ads. On mobile, there is typically just one. 

Interestingly, 18% of desktop SERPs with mixed ads place them immediately after the Featured Snippet, a highly visible and trusted position. 

However, this pattern is much less common for mobile searches, occurring in less than 2% of cases.

Overall, ads placed right under the Featured Snippet are rare, indicating that Google is experimenting with these placements and using them selectively.

The User Impact: Confusion or Convenience?

Integrating ads into organic results raises concerns about transparency and user experience. 

It becomes harder for users to distinguish between ads and organic results, potentially leading to accidental clicks on ads. This might increase click-through rates (CTR) for advertisers but could also result in user dissatisfaction if they feel misled.

For advertisers, having ads within organic results can be beneficial because, due to their prominent positions, these ads may receive more attention and clicks. 

However, the mixed placement could harm the advertiser’s reputation if users feel deceived.

The Evolution of Google Ads

Google’s approach to ads has evolved significantly over the years. Initially, ads were marked and separate from organic results. Over time, Google has tried various formats and placements, such as sidebar ads, product listing ads, and local service ads, aiming to optimize engagement and revenue.

The current strategy of blending ads with organic results is one of the most subtle yet impactful changes. By integrating ads into organic listings, Google leverages the trust users have in organic results, potentially making ads more effective.

What’s Next? Predictions for Google’s Ad Strategy

In the near future, Google’s strategy might influence other search engines and digital platforms to adopt similar practices. If this approach proves successful, it could become more common, leading to a new era in online advertising where the distinction between paid and organic content is increasingly blurred.

Advertisers might need to adjust their strategies to create high-quality, relevant ads that blend well with organic content. SEO professionals must also monitor how these integrated ads impact organic search performance and user behavior.

Users will need to stay informed and understand that not all search results are equal. Clear ad disclosure policies and educational efforts might be necessary to help users navigate this evolving landscape.

Tips for Users and Advertisers

Stay Updated: Keep yourself informed about how search engines display ads and organic results by following industry experts and updates from platforms like Semrush.

Focus on Quality Content: Ensure your content is high-quality, relevant, and meets user intent. This helps it stand out in search results, even when mixed ads exist.

Monitor Performance: Regularly check your search performance metrics to understand how integrated ads might affect your traffic and engagement. Use tools like Google Analytics and Search Console.

Experiment with Ads: If you advertise online, explore the benefits of having ads within organic results. Test different ad formats and placements to see what works best.

Educate Users: Help your audience understand the difference between paid and organic results. Transparency builds trust and improves user experience.

Key Takeaways

• Google has been blending ads into organic search results for several months, making it more challenging for users to distinguish between paid and free content.
• On desktop, ads are often placed after the Featured Snippet, but this is less common on mobile. 
• While this tactic can increase ad visibility and click-through rates for advertisers, it raises concerns about transparency and user experience, potentially leading to confusion and dissatisfaction.