changements dans l' affichage des Google Top Ads 

Traditionally, sponsored results were different at the top and bottom of the SERP. Not anymore! Google now allows the best ads to be displayed in different places on the SERP. Isn’t this double exposure? quel impact does the change in Google Top Ads display have on annonceurs? Talanoad's Consulting answers your questions. 

Qu'est-ce que le nouveau Google Top Ads display? 

Display in first and last position 

Google allows Top Ads at the top of the page to participate in auctions at the bottom of the page. Autrement dit, the same annonceurs could see their publicités appear in both the top and bottom positions. This extended visibility on the results page will exclusively benefit the most relevant pages. 

But why the change? After thoroughly analysing the expérience utilisateur with ads, Google teams came to a surprising conclusion. Internet users do not always click directly on the links provided (whether sponsored or not). They study the entire SERP, even if it means going back later to access the most relevant results. But this behaviour can also waste their time, especially if they have to scroll back to the top of the page to find the link they had spotted. So to avoid friction, Google Top Ads can now appear at the top and bottom of the page. Cela signifie that users scrolling down the page can easily find the ad they previously found relevant. 

But isn’t this practice similar to double distribution? Google explains.

A fine line with dual broadcasting

Before making this change to how Top Ads are displayed, Google had already modified their definition. Since 2024, it has not been uncommon to see sponsored links right in the middle of the SERP. 

At the same time, the web giant has updated its policy on unfair publicité (double distribution). de now on, publicité placed « in the same publicité space » are an exception à the rule. 

Cependant, beyond the change in definition and policy, it should be noted that Google does not display exactly the same publicités on the SERP. Those appearing at the top and bottom of the page respond to different bids. Their content may Par conséquent vary. 

What does this mean for annonceurs? 

For annonceurs, le nouveau Google Top Ads display promises new opportunities, both in terms of visibility and conversion. 

Selon the firm, the rate of relevant ads would increase by 10% and the taux de conversion would increase by 14% for bottom-of-page auctions. 

Ultimately, this update benefits both the expérience utilisateur and annonceurs. 

To take advantage of these new Google features, you still need to segment your publicités effectively (Top Ads and other publicités), define the right mots-clés, write relevant pages de destination, etc. 

If necessary, please do not hesitate to contact our Google Ads agency pour optimiser your publicité campagnes.