In
2010, Google quietly rolled out a small setting inside AdWords. Back then, the
internet lived on desktop monitors, and scrolling felt like an inconvenience.
That
same setting still exists today, inside what's now called the Google Display
Network (GDN). But the internet it was built for is gone. Here's how to
understand it — and use it correctly — in 2026.
What
"Below the Fold" Actually Means (2010 Edition)
Where
the Term Came From (Newspapers, Not the Internet)
"The
fold" is a newspaper term. It describes the crease where a folded paper is
displayed on a stand — everything above it is seen first, everything below it
takes extra effort to see.
Google
borrowed this idea for websites. Below the fold simply means the part of a
webpage you have to scroll down to see.
Why
Google Built This Setting for Desktop-Era Websites
In
2010, most websites had fixed layouts on desktop screens. Ads placed above the
fold got noticed instantly. Ads below it often went unseen, because scrolling
required real effort — a mouse wheel, a click-and-drag scrollbar.
So
Google gave advertisers a simple choice: only show your ads in the part of
the page people see without scrolling.
Fast
Forward to Today — What Changed
Mobile
Scrolling Killed the Original Idea of "The Fold"
Most
traffic today comes from phones, not desktops. On mobile, scrolling isn't an
effort — it's a reflex. People swipe through entire pages in seconds without
thinking twice.
This
means the original logic behind "the fold" barely applies anymore. A
below-the-fold placement on mobile isn't necessarily a bad one.
But
the Setting Still Exists — Here's Why It Still Matters
Even
with easy scrolling, data still shows a real gap. Viewable impression rates on
below-the-fold inventory remain noticeably lower than above-the-fold
placements, especially on desktop layouts. So the setting hasn't become useless
— it's just less black-and-white than it was in 2010.
How
to Exclude Below-the-Fold Placements (Step-by-Step)
Step
1 — Go to Campaign Settings
Open
your Google Ads account and select the Display campaign you want to
adjust.
Step
2 — Open Content Suitability
Click
into your campaign settings, then find the Content Suitability section
(sometimes labeled Exclusions in older account layouts).
Step
3 — Select "Below the Fold" and Save
Look
for the content exclusion options and check "Below the fold." Save
your changes — Google typically applies new exclusions within about 12 hours.
What
Happens After You Turn It On
Your
Available Inventory Shrinks
You're
removing a chunk of possible ad placements. Less inventory means less
competition space for your ads to fill.
Expect
Bids to Rise Slightly
Because
you're now competing only for premium, above-the-fold spots, winning bids in
that space tend to be a little higher. Google itself recommends increasing your
bids slightly if you want to maintain the same reach.
Why
This Trade-Off Is Usually Worth It
Fewer,
higher-quality placements often outperform a larger pool of weaker ones. You
typically trade volume for visibility — and visibility usually wins for brand
and conversion campaigns.
Should
You Even Use This Setting in 2026?
When
It Still Helps (Desktop-Heavy Campaigns)
If
your audience mostly browses on desktop — B2B software, enterprise tools, older
demographics — this setting still delivers a meaningful viewability boost.
When
It Matters Less (Mobile-First Campaigns)
If
most of your traffic is mobile, the impact is smaller, since users scroll
instantly regardless of placement.
A
Better Modern Companion: Viewability-Based Bidding
Pair
this old setting with a newer one: viewability-based (Active View CPM)
bidding, which lets Google optimize for placements people are more likely
to actually see — a more precise, modern version of the same 2010 goal.
Key
Takeaways
- "Below
the fold" means the part of a page users scroll to see — a term borrowed from newspapers,
not built for the internet.
- Google
introduced this exclusion setting in 2010, when scrolling required
real effort.
- Mobile
scrolling has reduced its original relevance, but viewability data shows it can
still matter, especially on desktop.
- Turning
it on shrinks your inventory and may raise your bids slightly
— usually a fair trade for quality.
- Pair it
with viewability-based bidding for a more modern, precise approach.
FAQ
1.
What does "below the fold" mean in Google Ads? It refers to the part of a webpage a user
has to scroll down to see, as opposed to the visible area when the page first
loads.
2.
Does excluding below-the-fold placements cost more? Often, slightly. Since you're competing
for fewer, more visible spots, winning bids tend to be a bit higher than
average.
3.
Is the Content Network the same as the Display Network? Yes. "Content Network" was the
older name Google used; it's now called the Google Display Network (GDN).
4.
Does below-the-fold exclusion apply to mobile ads? It applies mainly to display campaigns
generally, but its impact is smaller on mobile, where scrolling is instant and
frictionless.
5.
Is this setting still available in Google Ads in 2026? Yes, it remains available under content
suitability settings within Display campaigns.
Not
sure if your campaign is desktop-heavy enough for this setting to matter? Check your placement report this week — if
you'd like, share your findings in the comments and I'll help you interpret
them.