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The Double-Serve Through A Google Loophole Effect

Google warns against not serving up the same ad twice in a short period of time, so Ally Justin Sous ties that into why ignoring this advice could cause paid-search ad strategies to go sour. Sous tells us that one problem could become "double serving, and national brands finding loop holes in Google's Terms of Service." Loopholes are allowing marketers to "double serve," which means marketers find the loophole that allows them to serve the same ad more than once for the same search result.

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