Google’s right-side Adpocalypse: What really happened

Search Engine Land:

About a month ago, Google confirmed the death of right sidebar ads for desktop search results. Search Engine Land paid media reporter Ginny Marvin put together a great FAQ on all the changes search marketers need to know about.
One of the big questions asked in Marvin’s post, and a hot topic of rampant speculation throughout the search industry, was how much CPCs would skyrocket.
If you listened to some people, you’d think the change to Google’s desktop SERPs was the end of the world and going to crush everyone in its path, especially small businesses.
Well, now it’s nearly a month later, and the data are actually showing a very different story from the narrative — and by different story, I mean the same. Very little has changed. The sky hasn’t fallen.