Google is testing a new ad configuration that allows the same ad, from the same advertiser, to appear twice on the same search results page (SERP). This experiment has sparked curiosity and debate among advertisers, as it challenges longstanding Google Ads policies.
The test was first noticed by Anthony Higman, who shared a screen recording on LinkedIn showing two identical ads from the same advertiser on one SERP. This practice appears to contradict Google’s existing policies, which state:
- One ad per account policy: Google limits ad appearances to one per account for a specific keyword to ensure fairness.
- Unfair advantage policy: Promoting the same content from multiple accounts or showing more than one ad for the same business on similar queries is prohibited.
In response to the discovery, Ginny Marvin, Google Ads Liaison, confirmed:
“We’re conducting a small experiment testing different ad configurations. We don’t have anything further to share at this time, and there is no action for advertisers to take.”
Why it matters?
If implemented, this change could alter how advertisers compete on Google Ads. Historically, Google’s policies have ensured a level playing field by limiting the number of ads a single advertiser can show for a particular query.
Anthony Higman described the phenomenon as “bewildering,” noting that it contradicts current Google Ads policies. Many in the advertising community are speculating whether this is a test, a bug, or a potential feature in the making.
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