Google is making changes to its AdWords program that will limit the number of sponsored links on results pages that point to the same URL, a move which will have the most significant impact on online merchants and their affiliates.

The new policy, which will be implemented over the coming weeks, is intended to create a cleaner interface for users, increase the diversity of merchants represented in the links, and reduce duplicate ads, all while recognizing the important benefits affiliate marketers bring to the table, said Salar Kamangar, director of product management at Google.

The problem, as Google sees it, arises when multiple affiliates of a merchant bid on a keyword, leading to multiple similar ads pointing to the same merchant.

As part of the changes, Google will no longer require affiliates to include the “AFF” designation in their ads.

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