Google Ads has updated how Search ads appear at the bottom of the search results page, introducing what many are calling a bottom placement expansion.
Advertisers who appear in the top ad auction can now also be eligible to show ads in the bottom placement, provided the ad is still relevant.
What’s changing?
- Until now, one advertiser could only serve ads in either top or bottom positions, not both.
- Google is now allowing relevant ads to show in both top and bottom auctions on the same results page, but with different content.
- This does not violate Google’s double-serving policy, as top and bottom placements are treated as separate auctions.
Why it matters:
- The goal is to reduce user friction and improve ad visibility across the page.
- Tests showed a 10% increase in relevant ads and a 14% increase in conversions from bottom placements.
- Advertisers should monitor performance reports’ “Top vs. Other” segment to assess impact.
Read the full update here: Improving Search ads relevance lower down the page.