Effects of Google Instant on Search Marketing
Saturday, November 13th, 2010
Google has made some significant changes to their search product in the last few months, most notably turning on Google Instant- a lightning fast immediate view of search results that reflect exactly what you’re typing as you type it. This changes the search experience on Google.com somewhat radically, and search marketers have been paying close attention to how the new environment impacts Search Engine Marketing (SEM) and Search Engine Optimization (SEO). While tests are still running and full verdicts are still out, here are two important changes that brands and marketers should pay attention to:
- Total search volume is up significantly (impressions), but click-through rate (CTR) is down. The rapid nature of search and discovery with new Google Instant is enabling users to search faster, view more results and make decisions on content right on Google. Because of this users are viewing more organic results and ad-impressions, but clicking less often. Overall click-volume is up all-together though, and at least in the short term that appears to be decreasing the cost-per-click (CPC) of paid ads.
- While search volume is increasing all around, shorter + broader search phrases are growing disproportionately in search share. This is because users are apt to notice a result that is suitable to them when they are only part-way through typing their intended query, and stop typing all-together. Because of this change in search behavior, brands who are focusing on generating awareness through search advertising impressions need to focus more on shorter / broader search terms. This is true as well in site content optimization for organic search optimization.
Still, it is important to remember that effective conversion often comes from more precise long-tail search matches, even if impressions decrease. It will be more important than ever to consider brand objectives and optimize campaigns accordingly. - Google’s coveted top-of-page ad placements may be less valuable in the new page design. Now that Google Instant causes a drop-down of search suggestions as you type, the top three ad placements can, at times, drop below the fourth ad spot on the right which sits right next to the suggested queries box. Previously the rule of thumb was to bid for 3rd position or better, but for some searches brands could potentially bid less aggressively now and still be well positioned for exposure (see image above).
This is just the beginning of how the search marketing experience is going to evolve. Google continues to iterate on the search experience- infact, they launched Instant Previews and Product Image Ads just this week. I will continue to share results as they surface. Let me know if you have any questions.
For further reading:
How Google Instant Changes Behavior (MediaPost)
Google Instant’s Impact on SEM (Compete)
Google Instant…(@danbrough)
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