Google Ads last week introduced a significant update to their search advertising layout, now allowing top-performing ads to appear at the bottom of search results pages.
Previously, only one ad per advertiser could show per page, but with this change, as long as the ads meet quality thresholds, multiple placements are possible. This shift opens up new opportunities for ad performance and bidding strategies.
Previously, ads were primarily displayed at the top and on the right-hand side of search results. However, with the removal of right-side ads, Google has been exploring alternative placements to maintain ad visibility and performance. By positioning ads at the bottom of the page, Google seeks to provide a more cohesive and less cluttered search experience, aligning with user browsing behaviours.
This update also reflects Google’s ongoing efforts to optimise ad performance. Their tests have indicated that ads placed at the bottom of search results can perform better than those previously shown on the side, potentially leading to higher click-through rates.
For advertisers, this development offers new opportunities to reach users who scroll through the entire search results page, potentially capturing additional engagement from users who may not interact with top-placed ads. It also underscores the importance of creating compelling ad content that resonates with users, regardless of placement.
To capitalise on changes like this, partnering with a reputable PPC agency such as Trinity Heriot can make a significant difference. Experienced agencies bring in-depth knowledge of Google Ads policies, data-driven strategies, and continuous optimisation techniques to ensure that your campaigns are not only compliant but also cost-effective and highly targeted.
Trinity Heriot can help you maximise ROI, avoid common pitfalls, and stay ahead of algorithm updates – ensuring that every pound spent on Google PPC advertising delivers measurable results. Contact Ewen Angus at ewen@trinityheriot.co.uk to see how I can improve your existing Google Ads campaigns or get you set with PPC advertising.