What's below the fold?
If you have selected for content network in Google networks, your ads will be placed in Google's ad network of over one million sites. In these site, when people need to scroll down a page to see your ads then this placement is considered as 'below the fold'. If ads are visible immediately when someone visits a page then those ads are above the fold.
People use different web browsers, monitor sizes, and screen resolutions, and these factors generally determine if an ad appears above or below the fold. Google considers that ads are above the fold only if they're 100% on-screen when the browser window loads.
When to exclude below-the-fold placements?
You can use the "Below the fold" category exclusion in AdWords for your brand campaigns to show ads only when users will be able to see them as the page loads, and exclude placements that may appear in a lower section of a website. By targeting above the fold, you can help reduce potentially wasted impressions served at the bottom of the page (which may never be seen by the user) -- since you're paying on a CPM basis and don't have the specific goal of directly driving sales through the online channel.
How to exclude below-the-fold placements?
Follow the below steps to exclude below-the-fold placements for your AdWords campaign:
- Click the Campaigns tab.
- Select a campaign.
- Click the Networks tab and scroll down to the bottom of the page.
- Click the Exclusions link. You'll see an "Ad group level" table and a "Campaign level" table.
- Within the Campaign level, click the Add exclusions drop-down menu, and select Exclude category.
- Select the "Below the fold" checkbox, and click Save.
When you place your ads above the fold only, the available inventory decreases. As a result, the winning bids for those placements are expected to be higher than for placements below the fold. So if you want to maintain your same campaign budget, we recommend increasing your bids. This will help you compete against campaigns that target placements below the fold, and other advertisers bidding exclusively on placements above the fold.