How will Google Instant Affect PPC Advertising

Online, October 7, 2010 (Newswire.com) - Los Angeles, California - Google's Instant's "search-before-you-type" system is the new search enhancement that shows results as you type. Keyword Search Pros looks into the possible implications for its clients' organic and paid search listings.

Google promises three benefits with Google Instant. Expect to have faster searches, smarter predictions, and instant results. However, according to Peter Dulay, CEO and Director of Keyword Search Pros, it could also affect PPC advertising in terms of the use of long-tail phrases and locally targeted campaigns.

Because Google predicts your search and shows results before you finish typing, searchers will probably click on their intended keyword if they see it prior to completing the phrase, especially if it's a two or more-keyword phrase. Consequently, the search volume for long-tail keywords could significantly drop to around 50 percent.

Otherwise, even when you don't know exactly what you're looking for, predictions help guide your search. If a searcher doesn't enter a geo-specific query, the predictions will immediately show him results according to locations and therefore ads for that same area. For locally targeted PPC advertising campaigns, this could greatly increase their conversion rates.

"Since Google Instant is still in its infancy, we cannot yet identify its full impact on search behavior and conversion trends until a year or so. But here at KSP, we are doing our best to make use of Google Instant to the best of our clients' advantage," added Dulay.