{"id":655091,"date":"2025-03-01T15:36:02","date_gmt":"2025-03-01T12:36:02","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/google-ads-run-different-auctions-for-each-ad-location\/"},"modified":"2025-03-01T15:36:02","modified_gmt":"2025-03-01T12:36:02","slug":"google-ads-run-different-auctions-for-each-ad-location","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-ads-run-different-auctions-for-each-ad-location\/","title":{"rendered":"#Google Ads run different auctions for each ad location"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2e0b767193f\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2e0b767193f\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-run-different-auctions-for-each-ad-location\/#An_update_was_made_to_the_Google_document_on_how_the_Google_Ads_auction_works\" >An update was made to the Google document on how the Google Ads auction works.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"An_update_was_made_to_the_Google_document_on_how_the_Google_Ads_auction_works\"><\/span>An update was made to the Google document on how the Google Ads auction works.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Google <span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\">updated its\u00a0<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/6366577\" target=\"_blank\">documentation<\/a>\u00a0on how the Google Ads auction works to say, \u201cWe<\/span> run different auctions for each ad location.\u201d Previously, that document did not say that and the PPC community is wondering what changed and why Google did not announce this change more broadly.<\/p>\n<p><strong>What changed. <\/strong>Google added these lines to the top of that document:<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWhen someone searches on Google, we run different auctions for each ad location \u2013 for example top ads are selected by a different ad auction from ads that show in other ad locations. Your ads will only show once in a single ad location, but across ad locations your ads can show more than once.\u201d<\/p>\n<\/blockquote>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1704\" height=\"1324\" alt=\"Google Ads How Auction Works Update 1740619063 1\" class=\"wp-image-452751\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1.png 1704w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1-435x338.png.webp 435w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1-772x600.png.webp 772w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1-145x113.png.webp 145w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1-768x597.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1-1536x1193.png 1536w\" data-lazy-sizes=\"(max-width: 1704px) 100vw, 1704px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1.png\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1704\" height=\"1324\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1.png\" alt=\"Google Ads How Auction Works Update 1740619063 1\" class=\"wp-image-452751\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1.png 1704w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1-435x338.png.webp 435w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1-772x600.png.webp 772w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1-145x113.png.webp 145w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1-768x597.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/02\/google-ads-how-auction-works-update-1740619063-1-1536x1193.png 1536w\" sizes=\"(max-width: 1704px) 100vw, 1704px\"><\/figure>\n<p><strong>Why the change. <\/strong>Google has not yet commented (I asked last night) on why the change but I suspect this has to do with Google changing its definition of top ads last year. Then Google told us this just a \u201cdefinitional change\u201d and that it would not affect how performance metrics are calculated.<\/p>\n<p>The definition was updated to say:<\/p>\n<p>\u201cWhen people search on Google, text ads can <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ear at different positions relative to organic search results.\u00a0Top ads are adjacent to the top organic search results. Top ads are <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ly above the top organic results, although top ads may show below the top organic search results on certain queries. Placement of top ads is dynamic and may change based on the user\u2019s search.\u201d<\/p>\n<p>Google has been mixing ads within the free organic results for the past year or so and with that change, maybe it makes sense to change how the ad auction works.<\/p>\n<p>In regards to the section around Google showing the same ad on the same search results page but in different ad positions. Google did tell us last December that they are experimenting with double serving ads. <\/p>\n<p><strong>Community reaction. <\/strong>Anthony Higman spotted this change and posted about it on <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/posts\/anthony-higman-a3656a46_google-recently-updated-their-documentation-activity-7300598596591075329-p_fL\/?\">LinkedIn<\/a>, he wrote:<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cNot sure how that can actual work and still be an auction? And how multiple auctions can be going on at the same time and not influence each other?\u201d<\/p>\n<\/blockquote>\n<p>Navah Hopkins also chimed in on that LinkedIn post and wrote:<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cThis is going to erode the quality of the SERP so badly. Get ready for big budget brands to own everything and everyone else running to Demand Gen for some chance at standing out.\u201d<\/p>\n<\/blockquote>\n<p>Chris Ridley responded as well and wrote:<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>The competitiveness of an auction \u2013 If two ads competing for the same position have similar ad ranks, cach will have a similar opportunity to win that position. As the gap in ad rank between two advertisers\u2019 ads grows, the higher-ranking ad will be more likely to win but also may pay a higher cost per click for the benefit of the increased certainty of winning. It definitely sounds like something they added to try and justify the \u201cshaking of the cushions\u201d Back in my day we were told that a higher Ad Rank would make your CPC lower.<\/p>\n<\/blockquote>\n<p><strong>Why we care. <\/strong>Google changing how the ad auction works can change how your ads rank within the Google search results. I suspect this change has been in place for some time now but now Google is clarifying this in their documentation. <\/p>\n<p>We are waiting to hear from Google on this change and will update this story when we hear back.<\/p>\n<p><strong>Update: <\/strong>Google sent us the following statement later this afternoon:<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWe\u2019ve run different ad auctions for different ad placements for many years. We recognize that this aspect of how the auctions work on Search may not be widely known, so we have updated our documentation to provide more details. This is also now reflected in <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/1722122?hl=en\">our documentation on Ad Rank<\/a>. As we continue to experiment with testing different ad configurations, we wanted to bring more clarity into how the Google Ads auction works.\u201d<\/p>\n<\/blockquote>\n<p>Ginny Marvin from Google also <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7300860081896673281\/?commentUrn=urn%3Ali%3Acomment%3A%28activity%3A7300860081896673281%2C7300896579824095232%29&amp;replyUrn=urn%3Ali%3Acomment%3A%28activity%3A7300860081896673281%2C7301269361359470593%29&amp;dashCommentUrn=urn%3Ali%3Afsd_comment%3A%287300896579824095232%2Curn%3Ali%3Aactivity%3A7300860081896673281%29&amp;dashReplyUrn=urn%3Ali%3Afsd_comment%3A%287301269361359470593%2Curn%3Ali%3Aactivity%3A7300860081896673281%29\">said<\/a> in regards to double serving:<\/p>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cRegarding your other questions, I expect you\u2019re referring to the experiment showing two different ads from an advertiser in top and bottom positions in the results. This is still an experiment and there is no action to take at this time.\u201d<\/p>\n<\/blockquote>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Barry Schwartz\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/images\/authors\/BarrySchwartz-lg.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/images\/authors\/BarrySchwartz-lg.jpg\" alt=\"Barry Schwartz\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Barry Schwartz<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=rustybrick&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"http:\/\/www.linkedin.com\/in\/rustybrick\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\tBarry Schwartz is a technologist and a Contributing Editor to Search Engine Land and a member of the programming team for SMX events. He owns <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.rustybrick.com\/\" rel=\"nofollow\">RustyBrick<\/a>, a NY based web consulting firm. He also runs <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.seroundtable.com\/\" rel=\"nofollow\">Search Engine Roundtable<\/a>, a popular search blog on very advanced SEM topics.<\/p>\n<p>In 2019, Barry was awarded the Outstanding Community Services Award from Search Engine Land, in 2018 he was awarded the US Search Awards the &#8220;US Search Personality Of The Year,&#8221; you can learn more over here and in 2023 he was listed as a top 50 most influential PPCer by Marketing O&#8217;Clock.<\/p>\n<p>Barry can be followed\u00a0<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/rustybrick\/\">on X here<\/a>\u00a0and you can learn more about\u00a0<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.rustybrick.com\/barry\">Barry Schwartz over here<\/a> or on his <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.barryschwartz.org\/\">personal site<\/a>.\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-ads-srun-different-auctions-for-each-ad-location-452749\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>An update was made to the Google document on how the Google Ads auction works. Google updated its\u00a0documentation\u00a0on how the Google Ads auction works to say, \u201cWe run different auctions for each ad location.\u201d Previously, that document did not say that and the PPC community is wondering what changed and why Google did not announce&#8230;<\/p>\n","protected":false},"author":1,"featured_media":655092,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2020\/06\/GoogleAds_1920.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[26293,142591,107942],"class_list":["post-655091","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/655091","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=655091"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/655091\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/655092"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=655091"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=655091"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=655091"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}