Google announced that mobile users will now have continuous scrolling in search results. This means that instead of reaching the “See More” button after about ten results, searchers can continue scrolling through about four pages of search results before seeing the “See more” link.
This leaves many advertisers wondering what will happen to their Google Ads on mobile devices. This change, which will roll out over the next two weeks, “doesn’t affect how the ad auction works or how Ad Rank is calculated,” Mohamed Farid , Product Manager at Google Ads. But there may be some changes to the index.
If the page is “infinite”, what happens to the ads at the top and bottom? Due to a change in the way search results are displayed on mobile devices, Google is “redistributing the number of text ads that can be shown between the top and bottom of the page for mobile queries in English.” American English. Text ads can now show at the top of the second page and beyond, while fewer text ads will show at the bottom of each page,” said Farid. Shopping Ads and Local Ads will remain the same.
Can an ad show more than one query? In short, yes. Google says this always happens, though. “Ads are always eligible (based on Ad Rank) to show on the search results page and again on the next,” writes Farid. Google Ad’s system takes into account whether your ad was shown on the previous page when it calculates your Ad Rank for each page.
How will my stats change? You may see more mobile impressions and lower CTR on Search, Shopping, and Local Ads. Farid adds in the Q&A document: “We expect clicks, conversions, average CPC, and average CPA to stay the same. “ Search campaigns may see more impressions from the top ads and less impressions from the bottom ads.”
Should I change anything? “To understand your performance based on where your text ads are showing on the search results page, consider segmenting your performance data by “Top versus Other” and review your prominence metrics.
Why do we care. This is an important change to communicating with customers and stakeholders, who can be invested in the tiniest details of campaign metrics. Google recommends reviewing your advertising goals and “monitoring your campaigns and continuing to optimize them based on your business goals.” This change is only for queries in the US right now, but will roll out to other countries and languages in 2022.
