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This is a new opportunity that certain advertisers could benefit from starting this April. A few days ago, Google Ads announced its intention to change its policy regarding competition between advertisers on different advertising placements.
Through this update, the American giant’s advertising platform aims to limit certain practices deemed unfair, in order to help advertisers with the most modest budgets to exist in search results.
After recently modifying certain ad formats, Google Ads is set to make further changes to its policy on competition between advertisers. Advertisers will now be prohibited from stacking multiple ads on a single advertising space within search results. This practice is considered unfair by the platform, as it has contributed to limiting the visibility of smaller advertisers and inflating the dominance of the most powerful players.
Advertisers would be well advised to follow this new policy imposed by Google Ads. In a note published in its help centre, the advertising platform states that advertisers who do not comply with the new guidelines will receive a first warning before their account is potentially suspended.
Although advertisers will no longer be able to monopolise certain advertising spaces, they will still be able to increase their visibility. With its upcoming update, Google Ads will allow double broadcasting, meaning that companies will be able to display several adverts on the same page, provided that they are in different advertising spaces.
With this new update, Google Ads aims to give as many advertisers as possible the opportunity to appear in different advertising spaces. This is a valuable reorganisation for smaller advertisers, who sometimes found themselves lacking visibility in certain niches because they were overshadowed by their more powerful competitors. This could potentially allow advertisers of all budgets to appear at the top of the page and increase their visibility to generate better click-through rates and more conversions.
However, this new Google Ads policy raises several questions. Although it was introduced to promote healthier competition between advertisers, those with the largest budgets should still retain a considerable advantage over their smaller competitors by appearing in different advertising spaces on the same page. It also remains to be seen how certain data, such as impression volumes, will be calculated for advertisers who place their adverts in multiple locations.
From a global perspective, this update will inevitably lead to some major changes in advertisers’ campaigns. It would not be surprising if it were to generate significant changes in certain performance-related data, both for advertisers with the largest budgets and for their more modest competitors. The challenge for the latter will therefore be to carefully analyse the impact of this new policy as soon as it is implemented, in order to adapt appropriately and achieve their objectives.
Would you like to take advantage of the latest Google Ads updates to improve your advertising campaigns? Please do not hesitate to contact our Google Ads agency.
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Pierre Blarre