Google Ads Introduces New Top and Bottom Ad Positions for Enhanced Relevance

Google Ads has announced a significant update allowing advertisers to display their ads in both the top and bottom positions of search results. This change aims to improve user experience and ad relevance, following extensive testing that indicated increased engagement and conversion rates for ads shown in these locations.

Key Takeaways

• Advertisers can now show relevant ads in both top and bottom positions on search results pages.
• This change is based on user behaviour analysis, indicating that users often scroll back to top ads after reviewing lower content.
• Google claims a 10% increase in ad relevance and a 14% boost in conversions for bottom ads as a result of this update.
• The update does not alter existing auction processes or ad load constraints.

Overview of the Update (New Top and Bottom Ad Positions)

Previously, Google Ads restricted advertisers to a single ad location per search results page. With the new update, relevant search ads from advertisers who appear in the top ad positions can also compete in the bottom ad auctions. This change is designed to enhance the visibility of relevant ads, ensuring that users have access to pertinent information regardless of where they are on the search results page.

User Experience Insights

Google’s analysis revealed that users often scroll past top ads to explore content lower on the page, only to return to the top if they find the content more relevant. By allowing the same advertiser to appear in both positions, Google aims to reduce friction in the user experience and improve the overall relevance of ads displayed.

Impact on Advertisers (New Top and Bottom Ad Positions)

The update is expected to provide several benefits for advertisers:

• Increased Visibility: Advertisers can now reach users in multiple locations on the search results page, potentially increasing their ad impressions.
• Higher Conversion Rates: Google reported a 14% increase in conversions for ads shown in the bottom position, suggesting that users are more likely to engage with relevant ads.
• Enhanced Relevance: The change is anticipated to improve the quality of ads shown, as advertisers can tailor their messaging for different placements.

Clarifications on Ad Policies

Google has clarified that this update does not constitute double serving, as the same ad will not appear in both positions simultaneously. Instead, the ads shown will be selected based on relevance to the user’s query, ensuring that the content is appropriate for each specific placement.

Recommendations for Advertisers (New Top and Bottom Ad Positions)

To maximise the benefits of this update, Google recommends that advertisers:

1. Optimise Keywords and Ad Copy: Ensure that keywords and ad content are closely aligned with user search intent.
2. Utilise Bid Simulator Tools: Explore potential performance changes and adjust bids strategically to take advantage of the new opportunities.
3. Segment Metrics: Use metrics segmentation to analyse performance differences between top and bottom ad placements, helping to refine advertising strategies.

Conclusion

This update from Google Ads marks a significant shift in how advertisers can engage with users on search results pages. By allowing ads to appear in both top and bottom positions, Google aims to enhance the relevance and effectiveness of advertising, ultimately benefiting both users and advertisers alike. As the digital advertising landscape continues to evolve, staying informed about these changes will be crucial for advertisers looking to optimise their campaigns.

Sources

• Google Ads Update Allows Same Advertiser To Show Ads In Top Ads & Bottom Ads, Search Engine Roundtable.
• Serves At Top And Lower Page 04/22/2025, MediaPost.
• Google Ads to show ads in the top ads position, also in the bottom ads position, Search Engine Land.