Is Double Serving Allowed Now in Google Ads?

By: Jyll Saskin Gales, Google Ads Coach

Have you ever noticed your ad appearing twice on a Google search results page and wondered if that's a good thing, or even allowed? It's a common observation, especially with recent changes in how Google's ad auctions work. While the industry might informally call it "double serving," it's not the policy violation you might think it is.

Google has introduced a distinction between "top" and "other" auctions, essentially treating them as two separate spaces on the search results page.  This means your ad could potentially appear in both the premium "top" section and the "other" section (typically at the bottom of the page) for the same search query.  This is a crucial evolution in Google Ads that can significantly impact your campaign performance. 

Understanding this new dynamic is key to optimizing your ad spend and maximizing your visibility. In this post, we'll break down:

• How to segment your Google Ads data to see the performance of your ads in "top" versus "other" placements.

•  The difference between various impression share metrics like Search Impression Share, Search Top Impression Share, and Search Absolute Top Impression Share.  

• A bidding strategy option if you specifically want to control your ad's position.

Decoding "Double Serving" in Google Ads: Top vs. Other Auctions

Let's clarify what we're talking about. True "double serving" is a policy violation where an advertiser tries to game the system by running multiple Google Ads accounts for the same domain to get more than one ad spot. This is against Google's "unfair advantage" policy and is still not allowed.

What we're discussing here is a result of Google's shift to running separate auctions for top and other ad placements. Imagine a bustling marketplace where there are two distinct storefronts. One is in a prime, highly visible location (the "top" auction), and the other is further down the street (the "other" auction). Your business can now, legitimately, have a presence in both. This isn't circumventing rules; it's playing within the new structure of the marketplace.

The main takeaway here is that you can now have one ad in the "top" section and another ad for the same domain in the "other" section on the same search results page.  This is a significant change because previously, you were generally limited to one ad per domain per page. 

Segmenting Your Campaign Performance

So, how can you see how your ads are performing in these different sections? Google Ads provides a handy segmentation option that lets you dissect your data.  

1. Navigate to your Google Ads account and go to your campaign view.

2.  Look for the "Segment" button (it often looks like a stack of horizontal bars).  

3. Click "Segment" and choose "Top vs. Other."

Once you apply this segment, your reporting tables will expand to show rows for:

• Google Search: Top: This represents impressions, clicks, cost, and other metrics when your ad appeared in the prime positions at the top of the Google Search results page.

• Google Search: Other: This shows the data when your ad appeared in other placements, typically at the bottom of the Google Search results page.  

•  Search Partners: This covers ads shown on Google's search partner websites.  Note that Search Partners no longer differentiate between "Top" and "Other" placements in their reporting. 

Why is this segmentation so important? Consider this example: a campaign might show an overall Click-Through Rate (CTR) of 7.4%, which looks pretty good on its own. However, when you segment the data, you might discover that the CTR for ads in the "Google Search: Top" section is a fantastic 12.5%, while the CTR for "Google Search: Other" is only 1%.

This kind of insight is invaluable. It tells you that while your overall performance might seem healthy, there's a significant difference in how users interact with your ads based on their placement. Interestingly, while CTR can vary wildly between top and other placements, other crucial metrics often remain consistent. For instance, the Cost Per Click (CPC) and Conversion Rate (CVR) for ads in top and other positions are often very similar, as is the Cost Per Acquisition (CPA) if that's your optimization goal.

This is a critical point: even if your ads appear less frequently at the top, if your conversion rates and CPAs are consistent across placements, you might not need to stress about it. Remember, you pay for clicks, not impressions, on Google Search. If clicks from "other" placements are converting at a similar rate and cost as those from "top" placements, then they're still valuable.

Understanding Impression Share Metrics

Beyond just where your ads appear, it's vital to understand how often they're appearing. Google Ads offers several impression share metrics to help you gauge your ad visibility:  

• Search Impression Share (IS): This is the most general metric. It tells you the percentage of times your ad showed compared to the total number of times it was eligible to show on the Google Search Network.  It includes both top and other placements. Think of it as your overall slice of the potential ad pie. 

• Search Top Impression Share (Top IS): This metric specifically focuses on how often your ad appeared in the "top" section of the search results page, compared to all the times it was eligible to appear in the top section.

•  Search Absolute Top Impression Share (Absolute Top IS): This is the most stringent metric, indicating how often your ad was the very first ad displayed on the search results page, compared to all eligible opportunities.  It's about being in the undisputed top spot. 

These metrics are all available as columns you can add to your Google Ads reports, and they provide different perspectives on your ad's prominence. They haven't changed with the "top" versus "other" auction distinction, but understanding their nuances in this new context is more important than ever.

Taking Control with Target Impression Share Bidding

What if, despite the data, you're still determined to maximize your presence at the very top of the search results? Google Ads offers a bidding strategy specifically for this purpose: Target Impression Share.  

With Target Impression Share, you can instruct Google to automatically adjust your bids to achieve a specific percentage of impressions in a desired location.  You have three main options: 

• Target Impression Share (Anywhere): Aims to get your ads to appear anywhere on the search results page for a certain percentage of eligible impressions.  

• Target Top Impression Share: Focuses on showing your ads at the top of the page for a specified percentage of eligible impressions.

• Target Absolute Top Impression Share: This is for when you want your ad to be the very first one seen, aiming for a percentage of impressions in that absolute top position.

While this strategy can help you secure prime real estate, it's important to weigh the potential trade-offs. While you might achieve higher top-of-page visibility, it could also lead to higher CPCs.  It's crucial to continuously monitor your conversion rates and CPA when using this strategy to ensure you're still achieving your overall business goals. 

The shift to separate "top" and "other" auctions in Google Ads is a significant one. By understanding how to segment your data, interpret impression share metrics, and leverage bidding strategies, you can navigate this new landscape effectively. Ultimately, the goal is to drive valuable conversions, and sometimes, those conversions can come from unexpected places on the search results page.\