Google instant aids in providing people with information they require quickly. As someone types in a search term, Google Instant automatically shows results for a popular search that begins with those letters. See example above. Then using an algorithm it tries to predict what the rest of the term might be based on previous popular searches typed by other users. The predicted text is shown in light grey in the box and search results and ads are automatically shown for that term. Very clever indeed!

But what does this mean for my Adwords impressions?

It means that when searches are carried out using Google instant ads there are several ways that Google counts them.

  • When a person begins to type a search term and then clicks anywhere on the page that is counted as an impression
  • When the person chooses a search term by clicking search, pressing enter or by selecting one of the predicted items
  • The person stops typing and the results, along with your ad, are displayed for more than 3 seconds!

So we can see that interestingly ads being displayed may be counted as an impression when really and truly they shouldn’t be.

That said Google Instant can improve the quality of your clicks since it helps people search using terms that more directly connect with them with the answers they need. Therefore your overall campaign performance could improve.

For more information about setting up a Google AdWords account call Tann Westlake on 01903 368114.