Last week, Google unveiled its new Instant Search function, displaying predictive results as users type. Graham Cooke, Managing Director, QuBit Digital, thinks this represents a huger opportunity for advertisers.
The launch of Google Instant really could be an online advertising game changer, as it will impact both how advertisers choose their top-tail terms and the long-tail. Google Instant produces search results and crucially, sponsored links as a user types in a search term, without the user even clicking out of the search box or pressing enter.
This will affect impressions and the Quality Score on keywords, as results are returned on more generic search terms first. This also has the potential to reduce the number of longer tail searches. For example, if a user is looking for last minute holidays to Dubai, they may find a sponsored link or search result that interests them just as they type in ‘last minute’.
With higher impression opportunities and more competition on generic terms, and lower impression opportunities and much higher Quality Score opportunities in the long tail, businesses most effective keyword research will now need to be based on Google’s Auto-Suggestion, if Google Instant is widely adopted.
By Graham Cooke
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