Recently, Google made a significant change to its Google Search Ads policy, taking its ad relevance and user experience for the bottom page to a new level. This allows marketers whose ads appear in the top results to compete with the bottom ads auction on a single search results page.
Furthermore, it does not imply that users will view identical ad content in both locations. Even though the advertisers might be similar, the ad content that appears can differ to fit every placement’s context better.
Alongside, Google also informed that it has revised its policy about unfair advertisements, which were formerly double-serving, to state that it is no longer the case.
During the update, Google stated, “We hold separate auctions for each ad site where we display Search advertisements when someone searches on Google. For instance, the top ads are chosen by a separate Search ad auction from ads that appear in other ad locations. As yet, the search advertising from a specific advertiser was limited to a single ad location on a page.
One amazing thing came into Google’s light people mainly browse content down and down before coming back to the top, meaning that relevance can be improved farther down. The test went on for a few months and then noticed 10% more highly relevant ads and 14% more bottom ad conversions.
No Changes to Core Auction Mechanics
Importantly, this change does no modifications to the fundamental mechanisms of query matching, ad load limits, or the top ad auction system. Advertisers can easily appear in both placements, but the ad copy may vary to better fit the context of each location, as mentioned above.
What Advertisers Need to Know?
The main thing is that advertisers are urged to make their ad copy, landing pages, and keyword targeting more closely match user intent. Google also suggests making use of bid simulators and breaking down campaign metrics by "Top vs. Other" in order to measure performance and learn about the effect of this change. The Search Terms Report will still show performance across both ad placements.
Lastly, this marks a significant step by Google in making the search experience great, showing relevant ads in all positions on the page while giving advertisers greater exposure and conversion potential.
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