In a significant shift that’s poised to impact ad visibility and bidding strategies, Google has updated its policy to allow the same advertiser’s ads to be shown simultaneously in both the top and bottom sections of the search results page. This move departs from Google’s previous rule, which prevented a single advertiser from occupying multiple positions on the same page in such a manner.
While the change may seem minor at first glance, it has meaningful implications for advertisers, competitors, and the overall user experience. Let’s explore what this update entails, the reasons behind it, and what it means for digital marketers moving forward.
The Previous Policy
Historically, Google maintained a restriction that ensure fairness and diversity in ad placements by limiting an individual advertiser from showing more than one ad on the same search engine results page (SERP)—particularly across premium (top) and standard (bottom) positions. The idea was to prevent a single brand from dominating the paid search landscape and to create equal opportunities for different businesses to gain visibility.
This policy helped smaller advertisers compete for attention alongside big-budget companies. It also enhanced user experience by providing a broader variety of options, reducing the chances of seeing repetitive or duplicate messages in the same search session.
What Has Changed?
Under the new update, advertisers can now have ads displayed both in the top section (above organic search results) and the bottom section (below the organic listings) simultaneously. This essentially allows for dual exposure within a single SERP—something that was not possible earlier.
It’s important to note that this doesn’t mean advertisers can monopolize all ad slots on a page. Google’s auction-based system still regulates placements based on factors like Ad Rank, relevance, bid amount, and expected impact. However, the restriction that strictly prevented top-bottom dual placement for the same advertiser has been lifted.
Why the Change?
There could be several motivations behind this policy shift:
- Increased Revenue for Google
More opportunities for a single advertiser to occupy multiple spots likely increases competition, raising average CPCs (cost-per-click). This can lead to increased revenue for Google through more aggressive bidding. - Enhanced Visibility for Brands
With brands now being able to reinforce their presence across the SERP, marketers can shape a stronger narrative and increase the chances of user engagement. This is particularly useful in highly competitive industries. - Improved Relevance Through Ad Personalization
Google’s AI-driven ad serving methods continue to evolve. Showing ads in multiple slots can be justified if they’re contextually relevant and tailored to different intents (e.g., top ad focusing on a promotion, bottom ad providing more specific product detail). - Performance Insights
The dual-ad opportunity allows advertisers to test different creatives, landing pages, and CTAs (calls to action) across top and bottom placements, yielding better insights on what drives conversions.
Potential Benefits for Advertisers
- Greater SERP Real Estate: Advertisers now have the chance to dominate more visible space on the page, improving brand recall.
- Double Exposure: With both top and bottom placements, the odds of catching user attention—especially on mobile where users often scroll—are much higher.
- Creative Testing: Marketers can text messaging variations more effectively, understanding what resonates best in different positions.
Concerns and Considerations
While the change offers advantages, it also raises concerns:
- Fairness & Competition: Smaller businesses with limited budgets might find it harder to compete, especially if large brands begin to dominate both top and bottom positions.
- User Experience: Too many ads from the same advertiser might lead to fatigue or reduce user trust in ad quality.
- Budget Implications: Bidding for dual placements could increase total ad spend, requiring strategic budget adjustments.
Best Practices Going Forward
To make the most of this update, advertisers should:
- Segment Campaigns Thoughtfully: Use distinct campaigns or ad groups to target top vs. bottom placements with tailored messaging.
- Monitor Performance Closely: Analyze impression share, CTR, and conversion rates by placement to understand value and ROI.
- Keep Ads Relevant: Ensure that both ads provide unique, relevant value and aren’t perceived as repetitive by users.
Conclusion
Google’s decision to allow the same advertiser to appear in both top and bottom ad slots marks a notable shift in how paid search real estate can be leveraged. For digital marketers, this opens up new opportunities—but also demands smarter strategy, sharper creatives, and vigilant performance monitoring.
As always, staying updated with these policy changes and understanding their broader implications is key to maintaining a competitive edge in the ever-evolving world of search advertising.
