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Google’s continuous scroll on mobile devices – do advertisers have anything to fear?

Mobile users in the United States will no longer have to push any button to see more search results. How can this affect the visibility of our ads?

It’s certain – some changes are here. Google has already announced that mobile users in the United States will no longer have to push any button to see more search results. Now they will face – infinity. 

Infinite scrolling in Google Search – why, when and where?

As Google explains – „While you can often find what you're looking for in the first few results, sometimes you want to keep looking. In fact, most people who want additional information tend to browse up to four pages of search results”. That’s why Google decided to make changes in the search engine. All that to let people easily and effortlessly find what they’re actually looking for. 

According to the findings, the search engine will automatically load up to four pages of results. Already in November, users of the US-English engine in the United States should be able to scroll continuously to find the information that interests them faster.

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Moreover, Google doesn’t intend to limit itself to this country only. As announced – next year, this change may also include search engines in other languages and countries.

But how will it affect advertisers' work? Should we begin to be afraid of the infinity? 

How terrible may continuous scroll be for our PPC campaigns?

The answer is – not at all. And while this change raises many questions, this is the right place to answer them. Well, let's see how it all affects our advertising.

Ads at the top and bottom of the page – what the hell with them now?

While the way Ad Rank is calculated doesn’t change, it's obvious that ad distribution does. How is the giant going to solve this?

As Google Ads Product Manager, Mohamed Farid, claims – Google's systems will recalculate the Ad Rank for each page of search results. As he adds – „[...] we’re redistributing the number of text ads that can show between the top and bottom of pages for US-English mobile queries. Now, text ads can show at the top of the second page and beyond, while fewer text ads will show at the bottom of each page. There is no change to how Shopping and Local ads show”.

Therefore, ads will be displayed between the search results. The distribution of advertising on mobile in Google Search will therefore be similar to the one we see in social media channels today. As a result, users will be able to access more data more easily.

How will this affect our metrics?

Well, things can happen here. As you may have guessed – the number of mobile impressions will definitely increase – provided that your ad is among the better ones and is displayed on the top. But when it comes to CTR on Search, Shopping and Local Ads – not necessarily anymore – get ready for a drop in that matter.

How about clicks, conversions, average CPC and average CPA? Farid reassures – Google doesn’t expect any changes in this matter.

How can this affect the visibility of our ads?

There is another point that needs to be clarified. Will our advertisement be noticed by potential customers at all in the maze of infinitely scrolled content?

So far, Google Search ads have been displayed in places significant in terms of user reception – at the top and bottom of the page. And while the results at the top are the most valued and each of us strives for them, those displayed at the bottom also had their positive aspects. Why exactly? The user stopped at this point to use the button to go to the next page of the search results. And it was just that stop moment when the ad could catch peoples’ attention –  even if it had no chance to reach the top.

So what is the recipe for the success of a PPC campaign in the new reality? Same as always – good ads will be displayed at the top of the page anyway – and sell. So make good ads as before and keep your finger on the pulse by controlling their location and visibility. 



Zuza

Zuza

Digiffic’s backbone. On a daily basis she runs and optimizes campaigns on Google Ads and Facebook Ads. Privately – a lover of analog photography, candles and plants. Do you think there may be too many plants in your home or office? Tell it to Zuza – and see what happens.

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