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Above the fold

What does above the fold mean?

“Above the fold” is a term that refers to the portion of a web page that is visible without the need for scrolling down. For Google Ads purposes, it typically refers to the top portion of a search results page where ads are displayed.

The information placed above the fold on the website is crucial in capturing users' attention. Whatever a potential shopper sees on the SERP should follow through on the landing page and be placed in a way that they don't need to scroll further to understand your brand. 

Key Takeaways

  • Use the space above the fold to capture potential shoppers' attention.
  • Make sure your website is aesthetically pleasing and quick to load.
  • The information presented on the page should match the Google ad copy.

How does it work?

When someone enters a search query on Google, the search engine results page (SERP) typically displays a mix of organic search results and paid ads. The top portion of the page is often considered the most valuable position because it's the first thing users see when they land on the page.

Ads that appear above the organic search results are often referred to as “above the fold” ads. These ads are more likely to be seen by users and, therefore, may improve the chances for more clicks and conversions for businesses.

It's worth noting, however, that the exact placement of ads on a search results page can vary depending on a number of factors, including the user's device, the search query, and the user's search history. Additionally, Google occasionally changes the layout of its search results page, so the location of “above the fold” ads can change over time.


Below are a few tips for optimizing above-the-fold information and improving the user experience (UX). 

  • Optimize your header to include quick access to various sections of your e-commerce store. The easier the navigation, the faster shoppers will find what they're looking for, improving the chances of conversion.
  • Use unique, enticing headings for your pages. Every page should have descriptive headings above the fold so that users can quickly understand the page’s purpose. 
  • Don't make potential shoppers think; in other words, show what users expect when they get to a page. If someone is looking for pens, show them various options for sale when they land on the category instead of, for example, articles on best pens. 
  • Optimize website speed, especially for the above-the-fold content. People are impatient, and if your website takes too long to load, they're likely to leave.
  • Work on the aesthetics of the site to make it attractive, but don't skimp on functionality. Conversion rate optimization depends on improved UX, so your site needs to function optimally and look good simultaneously. 



Related Terms


What is remarketing? Remarketing, also called retargeting, is a digital marketing approach that engages audiences who previously interacted with a brand to encourage specific actions.

Ad Variations

What are ad variations? Ad variations are different versions of your ads that you create to test and optimize your campaigns, which can help you

Ad Scripts

What are ad scripts? Ad scripts are snippets of code written in JavaScript that allow you to automate and customize various aspects of your Google

Activity rate by channel

What is ‘Activity rate by channel’? Activity rate by channel measures how often users engage with your ads across different advertising channels. This metric considers actions


What is Abandonment-rate? Abondment-rate is the percentage of users who click on a Google Ads ad but then leave the landing page without completing the

Brand-Focused Shopping Campaign

What are Brand-Focused Shopping Campaigns? Brand-Focused Shopping Campaigns are a type of Google Shopping campaign that targets users who are searching for your brand or

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