Google Search Now Displays Ads at the Bottom of the Page as Well

Google is rolling out a new position option for Search ads. Ads can now be placed below the regular search results, not only to the site and on top.

This new placement, Google says, has improved performance of those ads, compared to side ads. This is because users tend to scan the page up and down, but more rarely look to the side.

Google will not start displaying some ads that would have been shown on the side, on the bottom of the search results page.

"... displaying ads below search results fits better into the user's flow as they scan the page from top to bottom. On average, this placement performed better than side ads in terms of click-through rate in our tests," Jerry Dischler, director, Search Ads Product Management, wrote.

With this new position, Google is also checking the name of the "Top vs. Side" segment to "Top vs. Other," where Other can be either a side ad or a bottom ad.