Advertisers Should Consider Google’s Infinite Scrolling on Mobile

Recently, Google made an announcement that mobile users will now be able to scroll through search results indefinitely. Google’s infinite scroll on mobile implies that rather than seeing a “See More” button after about ten results, you can see the entire options. While you can usually find what you’re looking for in the first few pages of results, you may want to look farther. For example, you might want to explore more findings and inspiration before determining how to proceed with bigger, more open-ended inquiries like “What can I do with pumpkins?” With the infinite scroll, you can see various options that you haven’t seen before.

Many marketers are concerned about what will happen to their Google Ads on mobile devices as a result of this. However, this change has no bearing on how the ad auction operates or how Ad Rank is computed. But there may be some adjustments to the metrics. Let’s look into a few of the questions related to this new feature.

What are its Benefits?

• Scrolling on mobile devices can be seamless

The removal of page numbers and buttons from the bottoms of pages in favor of unlimited scrolling could provide visitors with a more attractive and smooth surfing experience. Consumers have grown accustomed to fetching additional content by swiping with their thumbs rather than tapping at buttons, especially on mobile devices.

• Coincidental browsing

When users’ main behavior is to casually flip through a social media feed, infinite scroll is also an intuitive design decision. In this setting, information must be timely, and each piece of data must be considered equally important. And there’s always a fresh update to look forward to. Google’s infinite scroll on mobile could also be useful in chat-style systems like messaging or Slack, where users don’t have to worry about finding specific messages or seeing everything.

What happens to the Ads at the Top and Bottom if the Page is “Infinite”?

Google is reducing the amount of text advertisements that can show between the top and bottom of pages for US-English mobile inquiries due to a change in how search results are currently shown on mobile devices. Text ads will now appear at the top of the second page and beyond, with fewer appearing at the bottom of each page. The shopping and local ads will not change.

Is it Possible for Ads to Appear Many Times for a Single Query?

Yes. However, Google claims that this has always been the case. Google Ads have always been eligible to appear on a search results page and then again on a subsequent page (depending on Ad Rank). When calculating your Ad Rank through the Google Ads management services for each page, Ad’s computers consider whether your ad appeared on a prior page.

What will Happen to the Metrics?

On Search, Shopping, and Local Ads, you can see more mobile impressions and a lower CTR. Clicks, conversions, average CPC, and average CPA are projected to remain unchanged. Top advertising with the Google ads management services may receive more impressions in search campaigns, whereas bottom ads may receive fewer impressions.

Should you Make Any Changes? 

To better understand your performance based on where your Google Ads appear on the search results page, consider segmenting your performance data and evaluating your top metrics.

Is it Good for SEO?

While the top spot in the results will continue to be the most desirable for webmasters, the new mobile layout will have some SEO implications.

• Firstly, Google’s infinite scroll on mobile will certainly expose users to significantly more content as they scroll down SERPs.
• Introducing this feature to mobile SERPs will allow searchers to accidentally reach the fourth or fifth page of results.

If the upgrade reduces the importance of rankings, schema markup and the use of rich snippets will take center stage. With this update, it’s more critical than ever for websites to consider how they look in search results to avoid visitors skimming past them. If your site doesn’t use schema yet, Google’s infinite scroll on mobile upgrade may be the push you need to get it into your code.