Google rolled out continuous scroll to mobile search results in October in the US and will roll this out globally in 2022.

What is continuous scroll?

Continuous scroll replaces Google’s search results for mobile users. Instead of presenting users with a list of pages at the bottom of the first results page, Google now loads the next page of results automatically. Up to 4 pages of results will automatically load, including the first page. At the bottom of the fourth page, users can tap on the “See more” button to load more results.

What will happen to ads at the top and bottom?

Because of the change to the way search results are displayed on mobile devices, Google is redistributing the number of text ads that can show between the top and bottom of pages for 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. Shopping and Local ads will remain the same.

How will this affect PPC?

You may see more mobile impressions and a lower CTR on Search, Shopping, and Local Ads. Clicks, conversions, average CPC, and average CPA are expected to remain flat. Search campaigns may see more impressions from top ads and fewer impressions from bottom ads.

Can ads show multiple times for a single query?

Yes. Google says that this has always been the case, although Ads have always been eligible (based on Ad Rank) to show on a search results page and again on a subsequent page. Google Ad’s systems take into account if your ad was shown on a previous page when it calculates your Ad Rank for each page.

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