Google is experimenting with new ad placements in search results, but the frequency remains low. Here’s what you need to know:
By the numbers. As shared by Mordy Oberstein, head of SEO brand at Wix:
- 0.31% of desktop SERPs have ads mixed into organic results
- 0.01% of mobile SERPs have ads mixed into organic results
- 2% of all SERPs have “normal” ad placement at the top.
- Desktop preference: 18% of SERPs with mixed ads place them immediately after a featured snippet.
- Mobile difference: Less than 2% of mobile SERPs with mixed ads follow this pattern.
Why we care. Ads placed within organic results or immediately after featured snippets could potentially capture more user attention than traditional placements. Click-through rates, conversion rates and overall ROI could be affected by these new placements, requiring advertisers to adjust their strategies accordingly.
The big picture. Google is testing various ad placements, including under featured snippets and within organic results.
Ad frequency:
- Desktop: Generally two ads mixed with organic results
- Mobile: Usually one ad mixed with organic results
Between the lines. Google appears to favor the spot right after featured snippets for ad placement on desktop, but this strategy is not mirrored on mobile.
Bottom line. While Google is experimenting with new ad placements, the overall frequency of ads mixed into organic results or placed under featured snippets remains extremely low across all SERPs.
What to watch. How Google’s ad placement strategy evolves and whether the frequency of mixed ads increases over time.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
