More Results is a mobile-only test currently in beta at Google. While it’s too early to tell what, if any impact this change will have on mobile campaigns, but you can easily imagine some lost visibility on the paid side of things.
If that button says “Next” instead of “More Results,” the next 3 or 4 results are ads. At the top of page 2. It appears that with More Results, however, in order to avoid listing six/seven ads in a row, Google has pushed those ads beneath the 10 organic results you would normally see on page 2. That means that if your ad was in the 11th position in the mobile SERP, it’s now in the 21st. Likewise, scroll down and tap “More Results” again, and the ads you would normally see at the bottom of page 2 have been relegated beneath 10 more organic results.
To put this in a less muddled conceptual lens, and using “mobile ads” as an example: in the old mobile SERP, the ratio of organic results to paid results per page was 10:7. On pages 1, 2, 3, so forth. In the new mobile SERP, the ratio changes from 10:7 to 10:3 after your first click of “More Results.” Way less ads, way more organic results.
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