Last week, Google announced they would be implementing a ‘continuous scrolling’ function on the search engine results page over the next few weeks.
Users will no longer need to press a “See More” or “Next Page” button every ten results or so. The page will simply load more results as users scroll down. This new system will load approximately 40 results before users will need to click a “See More” option.
Why the Change?
While the vast majority of clicks go to the first four results on any given search, there are particular types of queries for which users tend to bounce around between results. sometimes going as far down as page four of their results.
This change is meant to create a more seamless experience for those types of searches.
Will this affect Google Ads?
Google Ads are typically displayed at the top and bottom of these results pages. What happens if there are effectively no more pages?
While there won’t be any changes to Local and Shopping ads, Text ads will see some shake-up. Google says they will “redistribute” how many text ads will be shown. Fewer ads will be displayed at the bottom of pages moving forward.
So what should you expect from your metrics?
Google claims the only thing likely to be affected are mobile impressions, which may increase, and CTR, which may decline a bit.
They expect all other metrics will stay relatively stable.