Don't Double Serve on Pay Per Click
In order to gain an advantage in pay per click some advertisers turn their hand to double serving. This is where an advertiser displays more than one ad for the same company or person at a time in the same set of search results.
Google claim that search engine result pages with multiple ads from the same company provide less relevant results and more negative experience for the users.
In order to gain the trust for the user and preserve the relevancy of the ads running on Google, they don't allow advertisers to manage multiple accounts featuring the same business or keywords which direct traffic to the same site, this also applies to affiliated branches of the advertisers company.
Google doesn't allow advertisers to have any of the following:
- Ads across multiple accounts for the same or similar businesses
- Ads across multiple accounts triggered by the same or similar keywords
Google is very strict on this policy and the punishment s can lead to advertisers being banned from appearing on the engine. This can be very difficult to turn around and in many cases Google will not allow advertisers back on.
There are, however, exceptions to these rules in extremely limited situations. This can cover when an advertiser is using some very broad keywords in their pay per click campaign and has different dedicated websites with varying layout and designs.
The whole basis of the policy is to protect the users experience online and allow then to access the most relevant information for the search query which they have entered. If you were searching to buy a new sofa online, you would not want to be served with 10 pay per click ads all from the same company.
