Last week, Google quietly implemented an important update to its search advertising system, allowing high-performing ads to appear in both the top and bottom positions on the same search results page. This change, although subtle, has the potential to significantly impact ad exposure, bidding strategies, and the overall ad experience for users and marketers alike.

Previously, ads from a single advertiser could only show up in one location—either at the top or the bottom of the search results. However, with the recent modification, ads that qualify for the top spots can now also appear at the bottom of the page. This creates the opportunity for a single ad to appear twice on the same search results page, provided it meets Google’s stringent relevance criteria.

While this update may seem minor at first glance, it brings substantial benefits, including increased visibility, smarter bidding techniques, and enhanced insights into Google’s evolving approach to ad serving.

What’s Changing in Search Ad Placements?

Up until now, Google adhered to a rule that allowed only one ad per advertiser to appear on a search page. That ad could be placed either at the top or the bottom, but not both. This policy has been altered, enabling top-performing ads to appear in both places on the page.

This change is made possible by Google running separate auctions for each of the top and bottom ad placements. During testing, Google found that the ability to show ads in both positions increased the visibility of relevant ads by 10%, leading to a 14% boost in conversions for ads appearing at the bottom of the page.

Essentially, users are not just seeing more ads, but are also interacting with them more often. Despite this increase in exposure, ads still have to meet Google’s relevance thresholds, and bottom placements won’t appear automatically—they must still earn their spot.

How This Affects Ad Quality and User Experience

Google’s primary goal with this update isn’t simply to add more ads to the page, but rather to improve both user experience and ad effectiveness. By allowing high-quality ads to fill bottom placements, Google ensures that users see relevant ads whether they click immediately or scroll to the end of the page.

This change aligns with Google’s broader focus on prioritizing quality over quantity. Advertisers who create compelling, user-focused content will benefit the most from this expanded placement, while those with weaker ad copy or poor landing pages will find it more difficult to take advantage of these new opportunities.

Furthermore, Google is making sure that these additional placements don’t overcrowd the search results page. By filling both the top and bottom positions with valuable, relevant ads, Google ensures that users aren’t overwhelmed by excessive advertising while still getting relevant options throughout the page.

Does This Conflict with Google’s Fair Competition Policy?

At first, some advertisers were concerned that this change might contradict Google’s recently updated Unfair Advantage policy, which prohibits “double serving” ads that point to the same business from different accounts or domains.

However, this new update is not in violation of that policy. Google clarified that since the top and bottom ad placements run in separate auctions, advertisers aren’t competing against themselves within the same auction. This means an ad can earn a spot in both locations without violating Google’s rules on fair competition. As long as the ads remain relevant and helpful to users, this type of dual placement is compliant with Google’s policies.

What Advertisers Need to Know

This update provides new opportunities for advertisers, but it also requires attention and strategic planning to fully leverage its potential. Here are the key points advertisers should keep in mind:

• Automatic Participation: There’s no need to opt in for this change. Ads that meet the performance criteria will automatically be eligible for placement in both the top and bottom sections. However, this doesn’t mean you should simply let it run without monitoring your campaigns.

• Monitor Performance by Position: Use segmentation tools in Google Ads to track where your ads are showing (top versus bottom) and assess how each placement performs. This can provide valuable insights into whether one position delivers better results than the other.

• Adjust Bids and Ad Copy: If you notice that one position outperforms the other, consider adjusting your bidding strategy or refining your ad copy to better match what works in each location.

• Focus on Quality Score: Google continues to prioritize ad relevance, so improving your expected CTR, ad quality, and landing page experience will help you secure top and bottom placements.

• Use Automation Wisely: While Smart Bidding can automatically adjust bids for new placement opportunities, make sure to regularly review your data to ensure that automation aligns with your goals.

• Consider Real Business Value: Bottom-of-page ads might cost less, but ensure they’re generating tangible results such as leads or sales, rather than focusing on volume alone.

Adapting to the New Search Ad Landscape

This update reflects Google’s ongoing effort to improve the advertising experience for both users and advertisers. By allowing ads to appear in both the top and bottom positions, Google is not only increasing ad visibility but also rewarding advertisers who focus on creating high-quality, relevant content.

For advertisers who are already invested in creating user-friendly, relevant ads, this change offers a significant opportunity to gain more exposure and drive better results. By staying on top of these updates and adapting your strategies accordingly, you can position your campaigns for success in this evolving digital landscape.