Google are testing the use of 4 text ads in search results, which will effectively push organic search results even lower down the fold meaning that organic results are going have to fight for traffic even more than the current set up.
Google have apparently been testing the running of 4 ads intermittently since 2010 which suggests that they are flirting with idea of eventually making this a permanent implementation.
As stated before this will affect the potential of organic rankings due to even less organic search results showing above the fold. There really is limited juice for organic results to begin with so it would be interesting to see how this would unfold if Google ever confirm this update.
The tests are likely to continue long in to the future, and we will have to sit tight until Google give us an official announcement, but the possibility of their being 4 ads in search results, only emphasises the need to be advertising your business on Google.
