Google is implementing a major update to its Unfair Advantage Policy that will go into effect on April 14, 2025. As per this update, advertisers can show multiple ads for the same business within various ad placements on a single search page.
Previously, Google’s policy had banned showing more than one ad for the same entity at any given time, irrespective of ad placement. The revised policy explains that this prohibition is now applicable only to a single ad placement. Check out all you need to know about the latest update.
Why Google Made This Change?
As per Google, the new changes give advertisers more flexibility while maintaining fair competition. Check out why the update was made:
- Smaller businesses can now compete more effectively by securing multiple placements.
- Meta and Microsoft Ads already allow similar multi-ad strategies.
What Does This Mean To Advertisers?
From now on, companies can improve their visibility by obtaining multiple ad positions on the same page of search results. This may result in higher click-through rates and possibly more conversions.
However, it also creates new schematics in ad auctions, as advertisers must plan more cleverly to control bids across various ad positions. The greater competition for multiple positions may increase costs, especially for smaller advertisers with limited budgets.
How To Prepare?
Want to make the most out of this update? Check out some tips:
- Track which ads have better CTR using Google Analytics or your ad dashboard. Double down on what works.
- Prepare yourself for possible increases in competition and expenses. You must modify your Google ad bidding strategies to ensure a good return on investment accordingly.
- Don’t copy-paste the same ad twice. You must create distinct messages, such as one ad showing the price and another highlighting the quality. That can attract different types of customers.
Conclusion
Even though this opens up new doors of opportunities to advertisers, many are concerned, too. When large brands double up on ads, smaller ones may find it tough to keep up. So, this one also might be yet another feature that helps the monopolists.
So what do you think? Let us know in the comments.
