Google Ads Expands Top Ad Placement to Bottom of SERP

Google Ads recently rolled out a significant change to search ad placements. High-performing ads previously limited to the top of the search results page can now also appear at the bottom.

This update means advertisers can potentially have two ads on a single SERP, boosting visibility and offering new strategic opportunities.

Understanding the Change

Previously, only one ad per advertiser could appear on a search results page, either at the top or bottom. This restriction has been lifted. Now, top-performing ads can secure placements at both the top and bottom of the SERP through separate auctions for each location.

Google's testing revealed a 10% increase in relevant ad presence and a 14% lift in conversions from bottom-of-page placements.

Quality Remains Key

This change isn't about showing more ads indiscriminately. Ads still need to meet Google's relevance standards to qualify for both top and bottom positions. This emphasizes Google's continued focus on quality over quantity.

Investing in compelling ad copy, user-friendly landing pages, and clear calls to action is crucial for maximizing this new opportunity.

Addressing the Unfair Advantage Policy

This update does not conflict with Google's Unfair Advantage policy. The policy prohibits "double serving," where multiple ads from the same business appear in the same ad location. Because top and bottom placements are separate auctions, this new feature doesn't violate that rule.

Key Takeaways for Advertisers

This change happens automatically for eligible ads. However, advertisers should actively monitor its impact:

  • Monitor Impression Share: Track where your ads appear (top vs. other) to understand performance differences.
  • Analyze CTR and Conversion Rate: Observe performance variations between positions to inform bidding and optimization strategies.
  • Prioritize Quality Score: Focus on improving expected CTR, ad relevance, and landing page experience.
  • Utilize Smart Bidding Strategically: Leverage automation while regularly reviewing placement data.
  • Focus on Business Outcomes: Prioritize meaningful metrics like leads and sales over vanity metrics like clicks.

Optimizing for Success

This update reflects Google's ongoing commitment to user experience and ad relevance. By understanding and adapting to this change, advertisers can leverage new opportunities and enhance their search advertising performance.

Focusing on high-quality ads and landing pages will be more critical than ever for success in this evolving landscape.