Google is updating how Search ads are delivered at the bottom of the search results page.
Previously, an advertiser’s ad would only appear in one location per page (top or bottom).
Now, if an advertiser shows in the top ads auction, they can also compete to show a different, relevant ad in the bottom ads auction.
Why the change?
Users often scroll down the page, then return to the top if they don’t find relevant content.
This change aims to reduce friction and improve ad relevance throughout the page.
Key results from testing:
+10% increase in highly relevant ads shown at the bottom.
+14% increase in conversions from bottom ads.
Important clarifications:
No change to Google’s double serving policy: advertisers won’t compete against themselves in the same location.
No changes to query matching, ad load limits, or top ads auction.
Ads shown at the top and bottom may be different to suit their placement better.
