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Google Instant, how will this effect AdWords?

Google has now launched Google Instant Search throughout the UK when you are signed into your Google Account, the system is being trialled using this method prior to a global roll-out. I’m writing these Blog posts to look at how this may effect your business and will be running a number of Seminars throughout East Yorkshire over the next couple of weeks to highlight what the changes will mean for local companies and opportunities for generating more business through this system.

This post looks at the impact this will have on advertisers Google AdWords accounts.

Problems;

Keywords – Currently highly targeted keywords within targeted AdGroups provide the highest return on investment, Google Instant Search will display more generic and non targeted adverts initially as a users starts their search. Broad keywords within a non targeted campaign will be rewarded with a higher position and the cost of these already expensive keywords will increase.

Impressions – A lot of my work involves discovering the right keywords for an AdWords campaign and reducing the amount my clients pay per click. The Quality score is a major factor on how much you pay per click and the, click through rate (CTR) is the main measure of this score, increasing the number of irrelevant views (impressions) of your advert will reduce your quality score and therefore increase your cost per click.

How will Google count impressions via Google Instant Search? here is there answer.

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.

We 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.
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.We 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.

Google Instant Search will change the way people use Google and also should change most peoples search behaviour, the system is aimed at the end user to improve the speed they take to find what they are looking for. Google Instant Search is still a beta and feedback from users will be considered however, Google AdWords is the companies main source of income so effects on the long term stability of the cost per click platform will also shape the future of this technology.

To register your interest for our “Google Instant Search” series of seminars please email your name and company name to seminars@getextra.co.uk