How will Google Instant affect Paid Search?

So the web is buzzing about Google’s new ‘Instant Search’ offering which, in a nutshell means you can get to search results much faster than you could before because you don’t even have to finish typing your full search term, or even press ‘search’ – laziness refined.

However, my immediate next thought was; will this mean that because you will see results as you type it will help you define your search term, therefore self-optimising your results or, will it just be bloody confusing?

Then, with my business head on and my client’s best interests at heart (of course), how will this affect how we bid on paid search results? When you bid on search terms, impressions impact directly on your Google quality score, which is equally important to how much you pay per click.

So, I’m typing in my search box and as I hit each key on my keyboard its changing results (obviously) but that of course means the ads change too.  Sooo; whereas before one word could result in one impression, that same word could now mean several impressions…

This dramatically changes the way our consumers will look at the SERP (Search Engine Results Page) and I would imagine how they click on the results and ads.  So off to Google’s BlogSpot I went and this is what I found out:

When someone searches using Google Instant, ad impressions are counted in these situations:

The user begins to type a query on Google and clicks anywhere on the page (a search result, an ad, a spell correction, a related search).The user chooses a particular query by clicking the search button, pressing Enter, or selecting one of the predicted queries. The user stops typing, and the results are displayed for a minimum of three seconds.

Google recommend monitoring your ads’ performance the same way you usually do. Google Instant might increase or decrease your overall impression levels. However, Google Instant can improve the quality of your clicks since it helps people search using terms that more directly connect them with the answers they need. Therefore, your overall campaign performance could improve.

This goes some way to help but I think we’re going to need to keep a close eye on our quality scores and also pay particular attention to negative and long tail keywords…

If you want more information or help on Google Instant Search here are some useful links:

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=187309

http://googleblog.blogspot.com/2010/09/search-now-faster-than-speed-of-type.html

http://googlewebmastercentral.blogspot.com/2010/09/google-instant-impact-on-search-queries.html

http://adwords.blogspot.com/2010/09/google-instant-more-innovative-approach.html

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2 thoughts on “How will Google Instant affect Paid Search?

  1. Scarlet Geek says:

    fantastic, good work from the boys there!

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