Google Ads has implemented a significant change to its Search ads system that affects how ads are displayed at the bottom of search results pages. This update allows ads from the same advertiser that perform well at the top of search results to also compete for placement at the bottom of the page, enhancing ad relevance throughout the user's search experience.
Performance Improvements
Testing of this new approach has yielded positive results:
- Visibility of highly relevant ads increased by approximately 10%
- Conversions for bottom-positioned ads improved by about 14%
These metrics suggest the change is beneficial for both users seeking relevant information and advertisers looking to connect with potential customers.
Key Changes Explained
The update includes several important elements while maintaining certain existing policies:
What's Changed
- Ads from a single advertiser can now appear at both the top and bottom of search results
- Previously, ads from a single advertiser were limited to one location per page
- Ad appearance may differ between top and bottom placements to better suit each context
What Remains the Same
- Google's unfair advantage policy continues to prohibit double serving in a single ad location
- The auction process for top ads remains unchanged
- Query matching systems are unaffected
- The number of top ads displayed stays consistent
Implications for Advertisers
Google recommends that advertisers take several steps in response to this update:
- Segment performance metrics by "Top vs. other" to understand how this change affects campaign results
- Ensure keywords, ad copy, and landing pages align closely with user search intent
- Optimize campaigns to take advantage of increased visibility opportunities at the bottom of search results pages
Looking Forward
The core objective of this update is to connect users with more relevant information throughout their search experience. Google plans to continue monitoring performance and collecting feedback to assess the impact of this change.
