In 2016 BIG search engine changes have taken place. The right hand side ads are gone and now 4 ads are displayed before any organic results. Additional ads are now being displayed in the map pack. Similar to organic rankings, PPC ads also use an algorithm to determine how much you will be charged, where your ad will be displayed on the page and how often your ads will appear. It is now essential for a business to work with an expert that understands the algorithms and can get your results and stop wasted ad spending. Organic search engine rankings have been very volatile this year and no small business should solely rely upon one method for traffic generation.
Read the entire search engine update article: http://www.astriden.com/ppc-management-for-website-leads/