Google is currently conducting a test that allows the same advertiser to have two ads appear simultaneously on a single search results page. This new feature seems to contradict Google’s own existing ad policies.

What’s Going On

Anthony Higman, CEO of ADSQUIRE, recently observed two ads from the same advertiser displaying at the same time in search results (SERPs) over the past couple of weeks. He raised his concerns on LinkedIn about this apparent violation of Google’s policy:

• “We’ll show only one ad per account for a particular keyword.”

Google’s response to this issue was provided by Ginny Marvin, Google Ads Liaison, who clarified that this is part of a controlled experiment to test new ad configurations. Advertisers were assured that no immediate action is required and that the outcomes of the experiment will be evaluated based on advertiser and user value.

Significance of the Test

This double-serving test by Google could have implications for competition among advertisers and the performance of ads. It also has the potential to impact the cost dynamics of search ads. Given the recent reports indicating an increase in the costs of search ads, it is crucial to ensure that having multiple ads appear for a keyword results in increased revenue rather than just higher costs.

About the Author

Anu Adegbola has been the Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video, and more. Anu began her career in 2008, delivering digital marketing campaigns, predominantly in Paid Search. She is also the founder of the PPC networking event PPC Live and hosts the weekly podcast PPCChat Roundup. An international speaker, Anu has presented at various conferences worldwide, including SMX, brightonSEO, HeroConf, and more.