The digital marketing site Conductor recently revealed that 34% of all Google results have rich media. The study also showed that results typically had an average of 9 organic listings and 9 search ads. In the past years, Google has really diversified its search engine results pages (SERPs) in order to give users more to look at while also pleasing advertisers with better placement options. The addition of Google Authorship also invited authors to start using Google+ to gain higher rankings in results as well.
What’s Rich Media?
As per Google, rich media contains images, video and some type of user interaction. There’s also rich media advertising, which offers multiple ways to persuade an audience into buying something just from seeing the ad. Most of these ads have animated effects. For example, they can expand, peel down or float away. The Conductor study revealed that rich media was included 34% of the time when results pages loaded. The breakdown of this rich media equals 28% from images, 9% from news and 1% from shopping. Rich media results are very dependent upon the type of query.
Lots of Organic Results
If anyone questioned the power of Google algorithm changes, they should consider that the Conductor study also found that 88% of SERPs also had an average of 9 organic results. This means that they had natural search links with 73 percent of the pages having 10 organic search engine organic results. So while some pages may not have a lot of advertising, there is still a large percentage that have a ton of blue ads from AdWords campaigns.
The Number of Search Ads
The study found that 56% of search pages have 9 or more paid ads. While you may think that’s a lot of advertising, there have been eye-tracking studies that show searchers are tuning out the ads and only focusing on the organic results. This means that advertisers and Google have to come up with a new way to make their ads more visible without flagrantly cluttering up the search engine results page
Making Ads Count in Organic Search Results
Some of the best ways to utilize AdWords campaigns are to draw the eye to a simple or a funny headline. Many campaigns focus on keywords and can still results, but with reports showing that more and more users are not looking at the blue links, advertising strategies have to focus on relevant landing pages, quirky headlines, fixed percentage sales such as “30% Off Today!” and so forth. By including prices of deals and promotions, it’s more likely that you’ll catch the attention of someone searching for a keyword in your market.