Advertisers on Facebook might begin noticing lower clickthrough rates soon as the social network increases the number of ads displayed on a single page.

The social network began displaying six ads at once last November, which put about half the ads below the fold where consumers had to scroll to see them. Now Facebook has added a seventh ad.

Currently Facebook Pages contain a lot of information, which forces ads to be placed along the sides and below the fold. An increase in ads could lead to a reduced clickthrough rate as it pushes ads further down the page and increases competition among advertisers.

It’s possible that Facebook is testing more ads on other pages due to Timeline, which typically has fewer ads on it. It will be interesting to see what happens when the new interface is made available to brands. Rumors suggest that Timeline for Pages will be announced at the Facebook Marketing Conference on February 29th.

Until then consumers might being noticing an extra ad or two popping up on other pages across the social network, which could have a negative affect on user experience. While this in no way means that you should discontinue your use of Facebook ads, it’s worth brainstorming additional ways in which you can spread awareness throughout the site while Facebook continues experimenting with ad placement.

[Via: Inside Facebook, Image credit: Mykl Roventine]