Google Now Allows Top Ads To Appear At Bottom Of Search Results

Google ADS presented a quiet but impressive change last week that ads can appear on the search page page.

Highly successful ads can also appear at the bottom that were once acceptable only for positions at the top of the page.

This means that advertisers can be displayed several times on the same page of the result: once at the top and again at the bottom, as long as ads meet Google’s relevance standards.

At first glance it can feel like a small shift. But in reality, it opens the door for greater exposure, smarter competition strategies and a clearer view of how Google is considering the experience in the ad.

We unpack what is changing, why is it important and what it means for your campaigns.

What changes with advertisement positions?

Until recently, Google followed the rule in which only one advertisement could be displayed on the search result page. That ad could only appear in one place, either at the top or at the bottom.

It has that limit He is updated now.

With this change, if your ad is strong enough to qualify for the top of the page, it can re -appear at the bottom.

This is because Google triggers separate auctions for each search site.

Google reports that during the test, this increased the presence of relevant AD by 10% and led to 14% of raising conversion from the position of the lower pages.

In short, users didn’t just see more ads. They also communicated more with them.

But this is not free for everyone. Ads still need to fill in the lane of relevance, and your accommodation at the bottom of the page will not only appear according to the default settings. He has to earn his place, the same way as your best ad.

How does the greater quality of the image change

Google is not just squeezing in multiple ads. It is about improving the experience for users and advertisers at the same time.

With the opening of the slot slots for high quality ads, Google tries to ensure that users see relevant options, whether clicking immediately or moves to the end of the page.

It is a subtle shift, but one that could form a way of the performance of performances consider their creative and offers.

Also signals that Google is still rewarding Quality in relation to the quantity.

If your copy of the ad is weak or missing the experience of your destination site, it is unlikely to benefit from this extended eligibility.

But if you have invested in a thoughtful creative content aimed at users and clear calls to action, you now have twice as much chance of appearing and potentially winning more conversions.

This move also talks about the optimization of stock. With the fulfillment of the upper and lower advertisements with the best available content, Google received a larger mileage from each search without a page with the results as a compacted wall of ad.

Does this conflict with Google’s policy of dishonest advantage?

Initially many advertisers were confused since Google recently updated their An unjust advantage Politics earlier this month.

Policy of dishonest advantage to ban advertisers from “double serving” to one ad.

Double serving refers to displaying more ads from different accounts or domains that indicate everything to the same job. Google collapsed to this to secure FER competition and prevent advertisers from dominating one auction full of competitors.

This new update does not violate that principle.

In fact, Google explained that this change is possible because the upper and lower positions are running on separate auctions. This means that your ad does not “beating” your second ad on the same auction. It simply earns accommodation in two different areas of the page.

As long as ads are relevant and useful to the user, Google’s rules allow this type of visibility.

What advertisers need to know about this change

This update gives advertisers a new withdrawal lever – but only if you know where to look for.

First, it’s not something you need to decide. If your ads meet the performance of the performance basis, they will start automatically displayed in both places. But that doesn’t mean you should approach your hand.

Here are some things to keep in mind:

• Follow your impression of your position. Use segmentation in Google Ads to break down where ads are displayed (top of the rest) and compare performance.
• Beware of changes in CTR and the conversion rate. You may see stronger performance from one position to the other. This can inform whether you want to offer more aggressively or purify copying and assets to match what works best.
• Re -review your quality ratings. With the priority of Google, the improvement of the expected CTR, the relevance of ads and the destination page experience will help you capture more real estate.
• Automation layer, but stay strategic. Smart bidding can automatically adjust offers to use new accommodation opportunities, but be sure to review your placement information regularly. Algorithms don’t always know your goals better than you.
• See metrics out of vanity. Clicks on the bottom of the page can cost less, but be sure that they actually manage the value. Focus on potentials, sales or other business outcomes, not just the quantity.

Move forward with better search ads

Google’s decision to allow the top performance to appear on the bottom of the search results reflects a lasting effort to improve the user experience and relevance of ads.

Although change offers new opportunities for advertisers, it also emphasizes the importance of ads and strategic planning.

By understanding and adjusting these updates, advertisers can better position for success in the evolved landscape of advertising in search.

If you were focused on creating better ads and improving destination pages, this is updating in your favor.