BACKGROUND Between February 19 and February 24, 2016, Google phased out traditional PPC ads on the right-hand side of the search engine results page (SERP). In doing so, Google reduced the overall number of ads displayed; no more than seven ads populate for any given search, with the threshold on “highly commercial” searches raised from three ads to four. These changes directly affect all desktop searches, with the exception of two areas: • Shopping ads are still capable of displaying on the right-hand side • Ads in the Knowledge Panel CHALLENGE With the recent remodeling in Google’s search real estate, advertisers must anticipate how these changes will impact their ads and be proactive in ensuring continuity of performance. Advertisers should ask themselves several questions in res

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