Google is to begin removing Adwords on the right side of search results while adding a fourth ad at the top for high value search terms, Ad Age reports.
The move, expected to begin this week, will reduce the volume of ads shown and is likely to increase the cost to advertisers.
At present, if you type "insurance" in a Google search, eight ads appear on the right-side rail. Under proposed changes, the right rail will either be left either blank, feature product listing ads (the ones with a specific product, price and retailer) or knowledge boxes.
Google said it had been testing the new layout for some time and the design will improve the experience of "highly commercial queries where the layout is able to provide more relevant results for people searching and better performance for advertisers".
Dave Ragals, global managing director for search at IgnitionOne, told Ad Age the changes would limit inventory and likely drive up prices with a design that is better aligned for mobile.
The changes could also anger lower-tier advertisers who cannot afford top placements.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at firstname.lastname@example.org