Google has started advertising under search results.

Starting November 2, Google began to place search advertising on the AdWords program under search results - as an alternative to the side advertising block (but by no means with it). According to the official blog, testing for two months showed that, on average, moving down a side banner gives an increase in CTR:

1. The effect of novelty for users who are already accustomed to ignore side advertising.
2. More ad unit size in pixels.
3. More noticeable advertising for those who are used to “scan” search results by scrolling page by page.

Perhaps an increased CTR at the bottom of the page is a temporary phenomenon until users are accustomed to the new format. Google experts do not report for which advertisers and on what basis they decide to move the side advertising down.

Side block:
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Bottom block with the same advertisement:



Each advertiser can compare the effectiveness of top and side / bottom advertising on the Top vs. tab . Side of your AdWords account. In the future, this tab will be renamed Top vs Other .