acee - 9:18 am on Jan 23, 2012 (gmt 0)

'we’ve heard complaints from users that if they click on a result and it’s difficult to find the actual content, they aren’t happy with the experience'

The same can be said for long pages with articles on a range of topics, where individually they don't match your search keywords, but together they do. You end up scrolling or searching through the page only to find that, once again, Google has NOT sent you to the most relevant page.

Google has exacerbated this situation with Panda by actively encouraging webmasters to consolidate content, thereby creating less concise webpages.

Is scrolling past a couple of ads that big a deal, if you think the page has the content that your require? I think not, but if it was that big an issue for you, wouldn't you simply install an ad blocker?

Perhaps the real issue for Google is that the ads are targetting visitors accurately and preventing them from bouncing, whereas a bounced visitor returning to the SERPs is another opportunity for an adwords clickthru!