As digital marketers, we are always looking for ways to stay ahead of the competition and ensure that our campaigns are effective and efficient. One of the most popular methods of reaching potential customers is to use Google search, as well as Google Ads advertising. In October 2021, Google announced continuous scrolling for mobile devices and in December 2022, they announced on Twitter that this feature will also be available for desktop search results in the US. We will take a deeper look at Google search continuous scrolling and Google Ads advertising. We will be focusing on how they can be used together to increase visibility and customer reach.
What is Google Search Continuous Scrolling?
Google search continuous scrolling is a feature in Google search that allows you to scroll through search results without having to click from page to page. This feature makes it easier for you to quickly find the results you are looking for and reduces the time that you have to spend searching.
Google’s continuous scrolling is not really endless, it will display up to six pages of results before prompting you to click on “more results.” Nevertheless, with Google search continuous scrolling, you can quickly get to the results you need and move on with your search. This increases user satisfaction and engagement with the search engine.
How Using Google Search Continuous Scrolling Can Impact Google Ads Advertising
Using Google search continuous scrolling and Google Ads advertising together can bring a number of benefits like increasing visibility and reach. Google states that:
“Search, Shopping and Local campaigns that serve ads on US-English queries may see more mobile impressions, which could result in lower CTR. We expect clicks, conversions, average CPC and average CPA to remain flat.”
Due to continuous scrolling, Google has shifted the number of text ads that can be displayed on a page. This means that text ads that appear on the top of page two and beyond will have more views (fewer text ads will show at the bottom of each page). Consequently, users who had previously scrolled to the top of the search results on page one may now keep scrolling to page two. It is likely that some campaigns may see an increase in impressions from the top ads and a decrease from the bottom ads.
Another interesting consideration resulting from continuous scrolling is the fact that we have become accustomed to seeing Google ads located at the top of the page and may have taught ourselves to ignore them. However, when we scroll the ads are automatically loaded among the normal search results so we may pay more attention to them and click on them.
Tips for Optimizing Google Search Continuous Scrolling and Google Ads Advertising
When using Google search continuous scrolling and Google Ads advertising, there are a few tips that can help to ensure that campaigns are successful. Firstly, as always, you must ensure that you are using the right keywords in your campaigns. This will help to ensure that your ads are seen by the right people. Additionally, it is important to track and monitor your campaigns, in order to make changes as needed and ensure that your campaigns are successful.
Overall, it may be worth exploring if it’s possible to reduce your PPC budget if organic results are appearing more prominently. Additionally, it may be beneficial to search for new keyword possibilities, and for terms that may not have been worth targeting before since with continuous scrolling, they can be more prominent.
How Savvy Search Marketing Can Help You Increase Your Visibility
Google search continuous scrolling and Google Ads advertising may help to increase your ad visibility and reach. At Savvy Search Marketing, our PPC team can help improve user satisfaction and engagement which may lead to lower costs-per-click and a higher return for your advertising budget.
Since 2005, Savvy Google Ads management has been helping small and mid-sized businesses across North America and Europe build exceptionally profitable search marketing campaigns. We have experienced Google Ads specialists who can develop advertising campaigns for a wide range of businesses, including lawyers, medical professionals, financial advisors/accountants, locksmiths, spas, home services, auto repair, industrial services, and e-commerce businesses. We’ve fine-tuned successful strategies and tactics that really work for these business sectors and pay off for our clients.
So why not capitalize on our expertise? Contact us now for a brief discovery call, so you can determine for yourself that we are the right Google Ads agency for your business. Our full-service digital marketing agency provides a satisfaction-guaranteed service designed to maintain your online presence above your competitors. You run your business. Let Savvy run your Google Ads Management and online presence!