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Traditionally, sponsored results were different at the top and bottom of the SERP. Not anymore! Google now allows the best ads to be displayed in different places on the SERP. Isn’t this double exposure? What impact does the change in Google Top Ads display have on advertisers? Ad’s up Consulting answers your questions.
Google allows Top Ads at the top of the page to participate in auctions at the bottom of the page. In other words, the same advertiser could see their adverts appear in both the top and bottom positions. This extended visibility on the results page will exclusively benefit the most relevant pages.
But why the change? After thoroughly analysing the user experience with ads, Google teams came to a surprising conclusion. Internet users do not always click directly on the links provided (whether sponsored or not). They study the entire SERP, even if it means going back later to access the most relevant results. But this behaviour can also waste their time, especially if they have to scroll back to the top of the page to find the link they had spotted. So to avoid friction, Google Top Ads can now appear at the top and bottom of the page. This means that users scrolling down the page can easily find the ad they previously found relevant.
But isn’t this practice similar to double distribution? Google explains.
Before making this change to how Top Ads are displayed, Google had already modified their definition. Since 2024, it has not been uncommon to see sponsored links right in the middle of the SERP.
At the same time, the web giant has updated its policy on unfair advertising (double distribution). From now on, advertisements placed “in the same advertising space” are an exception to the rule.
However, beyond the change in definition and policy, it should be noted that Google does not display exactly the same adverts on the SERP. Those appearing at the top and bottom of the page respond to different bids. Their content may therefore vary.
For advertisers, the new Google Top Ads display promises new opportunities, both in terms of visibility and conversion.
According to the firm, the rate of relevant ads would increase by 10% and the conversion rate would increase by 14% for bottom-of-page auctions.
Ultimately, this update benefits both the user experience and advertisers.
To take advantage of these new Google features, you still need to segment your adverts effectively (Top Ads and other adverts), define the right keywords, write relevant landing pages, etc.
If necessary, please do not hesitate to contact our Google Ads agency to optimise your advertising campaigns.
Leslie