Google Ad Placement Update Explains Top and Bottom Visibility

Introduction

In a move that could redefine visibility and opportunity for advertisers, Google has officially updated its ad serving policy to allow Search ads to appear in both the top and bottom ad locations on the Search Engine Results Page (SERP). This change is not only a significant shift in how ad auctions work but also a pivotal moment for digital marketers looking to optimize their campaigns. Previously, Google restricted a single advertiser’s ad from appearing in more than one ad location on a page, enforcing its "unfair advantage" or double serving policy. However, the updated policy now permits ads from the same advertiser to show in both top and bottom positions on the same results page—without being flagged for double serving. In this blog, we’ll break down what this means, why Google made the change, how it impacts your campaigns, and what strategies you should adopt going forward.

What Changed in Google Ads Policy?

Old Policy

Google’s previous policy aimed to prevent advertisers from monopolizing search results by showing multiple ads for the same query. This meant advertisers could only appear in one ad location (top or bottom) per page.

New Policy Update (March 2024)

As per Google’s announcement:

"We will now allow relevant Search ads from advertisers who showed amongst top ads to also participate in the bottom ads auction."

To clarify the change, Google added the phrase "in a single ad location" to its unfair advantage policy. This means that double serving restrictions now apply only within a single ad location, allowing the same advertiser to compete for top and bottom ad slots simultaneously.

External Confirmation

You can read the Google Ads Policy Help article for more context on the policy update.

Why Did Google Make This Change?

Google’s internal studies showed that users often scroll through the entire SERP, examining both top and bottom content before deciding where to click. Here are key findings from their research:

+10% increase in relevant ad appearance at the bottom of pages.
+14% lift in conversion rates from bottom-placed ads.

This behavior led Google to conclude that allowing advertisers to appear in both top and bottom locations enhances user experience and advertiser value without diluting ad diversity.

How the Google Ads Auction Works Now

Google runs separate auctions for each ad location.

Top ads are selected from a distinct auction.
Bottom ads come from a separate auction pool.

So even if you win a top ad placement, you can still be eligible for a bottom ad slot, provided your ad remains relevant and competitive.

"Advertisers will continue to never bid against themselves with this change either in the top or bottom auction."

This ensures fairness and prevents cost inflation due to internal bidding.

Is This Considered Double Serving?

No. Double serving rules still apply within a single ad location, but appearing in both top and bottom sections is now acceptable. This exception was made clear when Google updated its policy language in March 2024. This change provides greater flexibility and visibility for advertisers without violating the integrity of ad diversity.

Impact on Advertisers

Benefits:

More impressions and click opportunities
Higher conversion rates from lower ad placements
Increased share of voice across the entire SERP

Considerations:

Ad fatigue might occur if users see similar ads multiple times
More competition for bottom placements
Increased complexity in analyzing performance metrics

Best Practices for Advertisers

1. Segment Your Campaign Metrics

Use Google Ads reporting to segment data by Top vs. Other. This helps you understand how top and bottom placements are performing.

2. Utilize Bid Simulators

Explore the impact of bidding strategies on different placements with Google’s Bid Simulator tool.

3. Optimize for Relevance

Ensure your keywords, ad copy, and landing pages align perfectly with user intent. This will boost your Quality Score and increase your eligibility for multiple placements.

4. A/B Test Ad Variations

Try showing slightly different creative in top and bottom placements to avoid redundancy and boost engagement.

5. Monitor CTR and Conversion Rate Separately

Expect different performance metrics from top vs. bottom ads. Bottom ads may have lower CTR but potentially higher intent if clicked.

(FAQ) Common Questions Answered

1. Will the same ad appear at both the top and bottom?

No. Google will show the most relevant version of your ad based on the placement. The content may differ slightly.

2. Does this change affect query matching?

No. Query matching rules remain unchanged. Only the placement policy was updated.

3. Will advertisers compete against themselves?

No. Each auction is distinct. Advertisers won’t bid against their own ads.

4. Should I increase my budget?

If your campaigns are performing well and you're seeing more bottom ad impressions, increasing your budget could help you scale.

5. How do I track the impact of this change?

Segment your reports by Ad position (Top vs. Other) and analyze changes in impressions, clicks, and conversions.

What This Means for SEO and SEM Integration

For those running integrated SEO + PPC strategies, this change emphasizes the importance of dominating visibility across the full SERP. A potential layout:

Top ad (Paid)
First organic listing (SEO)
Bottom ad (Paid)

This triple-threat visibility increases brand recall, authority, and click potential.

Final Thoughts

Google’s update is a game-changer, providing more real estate and greater visibility for high-performing advertisers. While some may worry about ad saturation or user experience, the data shows positive impacts on relevance and conversions. The key to success is alignment and optimization—your ads must be relevant, well-structured, and backed by solid landing pages to maximize the opportunity.

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