Google announced that mobile users will now have continuous scroll in search results. This means that instead of coming upon a “See More” button after about ten results, searchers will be able to continue scrolling through approximately four pages of search results before seeing the “See More” link.
This has many advertisers wondering what will happen to their Google Ads on mobile devices. This change, which is rolling out over the next two weeks, “does not affect how the ad auction works or the way Ad Rank is calculated,” said Mohamed Farid, Product Manager at Google Ads. But there may be some changes in metrics.