Google Instant and its Effects on Adwords

Posted on Sep Fri 2010 in Google Adwords, Pay Per Click by Stephen Claridge | Blog Home


So Google is changing up the search game by giving you instant results (or so they claim). This is how it works, when you start to type in a search query the search results will change right before you eyes. The idea is that you will only have to partially type in a query and Google will predict what you are looking for. This feature will probably be tied into your search history, in the near future, which will make the predictive nature even smarter and more useful.

I find it funny that Google thinks that someone would spend 30-90 seconds to type in a search query and that was their reason for the innovation. See their page on Google instant.

Any ways lets look at how this will impact Pay Per Click advertising. I was very nervous when I first heard that Google was going to show numerous search results for a single search result. This could really hurt your quality score and drive up costs. But Google has spelled it out that it shouldn’t effect your PPC campaigns at all, which is a relief.

The following is from the Adwords Help:

New predicted query

Although Google Instant won’t change the way ads are served, ads and search results will now be shown for a new “predicted query.” For example, if someone types “flow” into Google, an algorithm predicts that the user is searching for “flowers” (the predicted query) and therefore displays search listings and ads for flowers. Those results will continue to show unless the next letters that the user types lead to a different predicted query.

How impressions are counted

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┬áSearch 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.”
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