Many advertisers would love to show more than one ad on a single search result page. However, this been against the rules for both Google AdWords and Bing Ads. Otherwise, there are some advertisers that would love to block out every ad unit position with their own ads for very competitive search queries.
If you advertise on Bing Ads, you just might be in luck. Bing Ads is testing a new feature that repeats the top one or two ads that appear above the Bing at search results, and repeat them again ads the bottom of the page, below the organic search results. These are ads run by the same advertiser, it’s not an issue of affiliate sneaking their ads in with the same URL.
The ads that appear on the bottom are a slightly smaller version of the ones that appear at the top, as the ones at the bottom do not have any additional ad annotations that often display at the top of the search results.
It is unknown if it counts as one impression or two impressions when the same ad appears twice on the search result page. But it does seem to be happening fairly regularly for many different search queries, both competitive and noncompetitive. It has likely gone unnoticed as many advertisers don’t continue scrolling down the page when viewing their own ads on a search result page, once they’ve seen their ad appearing at the top.
It also increases the chances that a searcher, who might skip over the top ads because they are looking for a specific search result, then click on an ad at the bottom when they don’t find what they’re looking for. So while conversions are generally higher of the top the search results, it does give an added boost to those advertisers that appear the bottom as well, in case the ads weren’t clicked at the top.
It is one of the many Bing ads test that they have been testing in their search results over the last few months. Other tests include the green background also seen above, Twitter account follower numbers, how many visits a site has, categories, and consumer annotations.
Jennifer Slegg
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