Could we call Google Ads streamlined, now that they only appear at the top and bottom of search engine page results? I think so. 

The move to mobile, with a focus on mobile optimisation seems to be a key factor in this move. This will make it much more competitive for businesses to have adverts featured on the first pages. But for the consumer this will hopefully mean much better quality.

Sometimes the perception of PPC ads brings up the question of trustworthiness. Perhaps a concern about where that link will take you?

With this move to removing the side ads and therefore hopefully raising the quality, we may start to see a much better click through rates as consumers experience more positive experiences on the whole.

Of course each sector will fare differently. Charities in particular may suffer if bidding become too fierce. It will be interesting to monitor over the next few weeks.