SEO & PPC peeps - we are seeing changes in SERP layouts at a level that is impossible to keep up with, until now. Google SGE (Search Generative Experience) layouts will impact your click through rates on PPC and SEO and I believe many of us will be looking in the wrong places for why click through rates are changing.
Traditional paid search and SEO tools don't give you the insights to know that a layout changed significantly. If you screen grab the SGE search experience daily or weekly, you'll be able to overlay changes in the layout at a keyword level to be able to see how your CTRs fluctuate.
I'm using ChatGPT to get this started, because you have to be logged in to get SGE's search experience I believe.