Google Instant Pays Off for Paid Search
ADOTAS – Love at first sight may be true — A new study by Dr. Stephanie Ortigue at Syracuse University found that the chemical reactions that occur across your brain when you “fall in love” happen within less than second, releasing “happy chemicals” such as oxytocin, dopamine and adrenaline.
However, love between search professionals and Google Instant was not… immediate, though a new report by Marin Software says SEM practitioners should get over their butterflies and embrace it because Instant is fantastic for all players in the ecosystem.
Marin’s study anaylzed the effects of Google Instant on the paid search campaigns of clients with more than $1.3 billion annually in spend by comparing keyword data results two weeks before and after the launch.
Overall impressions and clicks for paid search ads jumped more than 9% and 5% respectively, while overall advertiser costs rose less than 2%. Average CPC rates actually fell by 3%, while Marin found that conversions increased across the board. However, the company noted that ads for shorter queries saw more benefits than those for longer queries, suggesting that Google Instant is pushing users towards common phrases through its predictive engine.
“Google Instant was seen as a big gamble for Google when the company announced it, but it’s proved to be a positive change for the industry,” said Matt Lawson, vice president of marketing for Marin and Adotas contributor. “Google has pulled off the elusive win-win-win with the release of Instant, driving increased usability for consumers and increased volume for advertisers, while managing to increase their slice of the overall search pie in the process.”
Just another reason to stop being a stick in the mud about Google Instant.
Maybe Matt should go work for Google. lol. Instant has had benefits but it also has had negative effects in terms of skewing audiences to favored brands.
I also find it funny how Marin’s Spend under management magically goes up even when they lose big chunks of spend (ie Capital One leaving Razorfish). That $1.3B number is a pure fabrication but we should all be used to Marin’s bending of the truth when it suits them.
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