With the release of Google Instant Search (see image below) there seems to be much mixed emotion from pay per click advertisers. With Google counting and ad impression if a searcher pauses for three seconds; the amount of time it takes to sneeze or sip a cup of coffee, the advertiser is charged with an ad impression. One of my business associates saw normal impressions for a keyword go from 800,000 impressions per month to over 1.8 million impressions after Google Instant Search was launched. The net effect was it cut their click through rate in half (CTR) and nearly killed conversions for one of their bread and butter keywords.
Unfortunately, for me to do this test, the advertisers in the screenshot below were all charged with an ad impression. I’m guessing this has advertisers (including myself) scrambling to change up our pay per click advertising a bit. What I’m wondering though is how many Google Adwords advertisers are seeing their conversions and CTR (click through rate) drop since Google has implemented Instant Search.
If Google Instant Search has affected your business negatively, post a response below. Alternatively, if you have seen an increase or performance improvement in your pay per click advertising since the release of Instant Search we want to hear from you as well.
The other issue I’m wondering about is what do searchers think about all of the dynamic stuff going on in the background as you start to type in a keyword phrase? Do most users want to see organic and paid results instantly changing as they type in a keyword phrase. Share your thoughts below.