{"id":2365,"date":"2025-01-10T17:24:31","date_gmt":"2025-01-10T17:24:31","guid":{"rendered":"https:\/\/www.digitalposition.com\/resources\/blog\/?p=2365"},"modified":"2025-01-02T17:35:24","modified_gmt":"2025-01-02T17:35:24","slug":"google-tests-double-ad-placements","status":"publish","type":"post","link":"https:\/\/dev.digitalposition.com\/resources\/blog\/ppc\/google-tests-double-ad-placements\/","title":{"rendered":"Google Tests Double Ad Placements"},"content":{"rendered":"\n<p>Google is testing a new <a href=\"https:\/\/www.linkedin.com\/posts\/anthony-higman-a3656a46_google-is-continuing-to-double-serve-the-activity-7274802015694667776--TPa\/?utm_source=share&amp;utm_medium=member_desktop\">feature<\/a> that lets a single advertiser have <a href=\"https:\/\/searchengineland.com\/google-double-ad-placements-449449\">two<\/a> ads appear on the same search results page. While this might seem like a win for visibility, it comes with some serious potential downsides for your ad performance and costs. If you\u2019re not careful, this change could lead to unexpected increases in ad spend, especially if you\u2019re bidding on high-CPC keywords or have weak negative keyword targeting.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdCjhlY-VFHPRyHFBZNuld-FZMG-jsJt61YBRV5QqOTuZrZGcErkXIhK10gpdxHe_o4ou_x8EQiTR91OW_wtsLmzKQnu-HDHTjBfUYYWmDk2Pg12fFPg8NUsjPlYHfQ0NP8irfkBw?key=B8sjv_lLgwrDJ8sVp4rKJviP\" alt=\"\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdJTtQOfTuGwF6_1eu3weVwmZm07jXEo-PiGJF3cBL7P3BPl1TsAjw3c2P9BeKClOBJIK0oVdNxE9v146H_ABLixfj3vIvar_9fn7a43Tl9_pannmw8uaep-t0XcN6lfhLeArPD-w?key=B8sjv_lLgwrDJ8sVp4rKJviP\" alt=\"\"\/><\/figure>\n\n\n\n<p><em>Via Anthony Higman on <a href=\"https:\/\/www.linkedin.com\/posts\/anthony-higman-a3656a46_google-is-continuing-to-double-serve-the-activity-7274802015694667776--TPa\/?utm_source=share&amp;utm_medium=member_desktop\">LinkedIn<\/a><\/em><\/p>\n\n\n\n<p>Here\u2019s what\u2019s happening, how it could impact your business, and what steps you need to take to stay ahead.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What\u2019s Happening?<\/strong><\/h2>\n\n\n\n<p>Google\u2019s new test is simple: one advertiser can now have two ads displayed on the same search results page. Previously, this wasn\u2019t allowed\u2014only one ad per advertiser could appear at a time. Now, the door is open for businesses to double their visibility in search results, which could mean more opportunities for clicks.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdo6WbO5uCG5hKekrT4zfno18ahcvV5OEZfynb6dRqDBoPX7Kc4voZfk6sj4oNKYg-qfAi-_Ay3ud7y2V5mK1Z5TYBhK9tZEGWRjecuJc8aRtMcc_mdldqUJpU7Gr9n_x6wn-QnFA?key=B8sjv_lLgwrDJ8sVp4rKJviP\" alt=\"\"\/><\/figure>\n\n\n\n<p><em>Via <a href=\"https:\/\/support.google.com\/adspolicy\/answer\/6086450?hl=en\">Advertising Policies Help<\/a><\/em><\/p>\n\n\n\n<p>But here\u2019s the catch: more visibility could also lead to higher costs, especially for advertisers bidding on competitive keywords or with poor <a href=\"https:\/\/support.google.com\/google-ads\/answer\/12437241?hl=en&amp;visit_id=638709235064662823-1120337905&amp;rd=1\">negative keyword<\/a> lists. If you\u2019re not careful, you could end up paying more for clicks that don\u2019t drive results. If you\u2019re bidding on crap terms, theres a chance you\u2019re going to show twice for crap terms.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why It Matters<\/strong><\/h2>\n\n\n\n<p>This change might sound great at first glance, but it could create significant challenges for advertisers:<\/p>\n\n\n\n<ul>\n<li><strong>Increased Costs:<\/strong> Doubling your ad placements could mean doubling your exposure\u2014but it could also double your clicks. If you\u2019re bidding on expensive keywords, your ad spend could skyrocket unexpectedly.<\/li>\n\n\n\n<li><strong>Irrelevant Clicks: <\/strong>Poorly managed negative keywords could lead to your ads showing up for irrelevant searches. This means paying for clicks from users who have no intention of converting.<\/li>\n\n\n\n<li><strong>Budget Burnout: <\/strong>Without careful monitoring, you could blow through your budget faster than expected, leaving you with less room to invest in more effective strategies.<\/li>\n<\/ul>\n\n\n\n<p>This isn\u2019t just a minor tweak\u2014it\u2019s a shift that could seriously impact your ROI if you\u2019re not paying attention.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What Should You Do?<\/strong><\/h2>\n\n\n\n<p>To prepare for this change, here\u2019s what you need to focus on:<\/p>\n\n\n\n<ol>\n<li><strong>Refine Your Negative Keywords<\/strong><br>Go through your negative keyword lists with a fine-tooth comb. Make sure they\u2019re updated to block out irrelevant searches that could waste your budget.<\/li>\n\n\n\n<li><strong>Monitor High-CPC Terms<\/strong><br>If you\u2019re bidding on expensive keywords, watch them closely. Track how this change affects your CPCs and adjust your bids accordingly to avoid overspending.<\/li>\n\n\n\n<li><strong>Set Budget Alerts<\/strong><br>Use budget alerts in Google Ads to notify you if your spending starts to spike unexpectedly. This can help you catch runaway costs before they get out of control.<\/li>\n\n\n\n<li><strong>Optimize Your Ad Strategy<\/strong><br>Double-check your ad creative and targeting to ensure you\u2019re making the most of this increased visibility. Strong, relevant ads will help maximize your ROI even if costs rise.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What\u2019s Next?<\/strong><\/h2>\n\n\n\n<p>This test is still rolling out, but if it\u2019s successful, Google could make it a permanent feature. That means now is the time to adjust your strategy and prepare for the possibility of increased competition and costs.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Let\u2019s Talk<\/strong><\/h2>\n\n\n\n<p>Google\u2019s new double-ad placements could shake up your campaigns\u2014and your budget. If you\u2019re not sure how to adapt, we\u2019re here to help. <a href=\"https:\/\/www.digitalposition.com\/book-your-call\">Reach out to us today<\/a>, and let\u2019s make sure your campaigns are ready to handle these changes without missing a beat.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google is testing a new feature that lets a single advertiser have two ads appear on the same search results page. While this might seem like a win for visibility, it comes with some serious potential downsides for your ad performance and costs. If you\u2019re not careful, this change could lead to unexpected increases in&#8230;<\/p>\n","protected":false},"author":30,"featured_media":2366,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"thumbnail_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/01\/Gemini_Generated_Image_8psi1z8psi1z8psi-300x300.jpg","thumbnail_medium_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/01\/Gemini_Generated_Image_8psi1z8psi1z8psi-768x768.jpg","featured_image_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/01\/Gemini_Generated_Image_8psi1z8psi1z8psi.jpg","author_avatar_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/08\/john1.webp","author_name":"John Vickery","category_labels":["PPC"],"tag_labels":[],"_links":{"self":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2365"}],"collection":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/comments?post=2365"}],"version-history":[{"count":1,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2365\/revisions"}],"predecessor-version":[{"id":2367,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2365\/revisions\/2367"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media\/2366"}],"wp:attachment":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media?parent=2365"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/categories?post=2365"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/tags?post=2365"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}