What Google Instant Can Mean For Your PPC
Around a week or two ago, Google launched Google Instant, describing it as “search beyond the speed of type”. Basically, you can get search results even before you complete typing in your keyword. This is a step forward from the predictive search function, wherein Google would give you suggestions on what to search for in a drop down underneath the search bar. Now, not only does it predict and suggest a keyword for you, it also gives you the search results automatically.
Now this could cause some worry for search engine marketers, as they are accustomed to having search results appear after the search button is clicked. With an automatic blinking of results, the searches will change swiftly, and you cannot view the whole set completely. With an automatic blinking of results, the searches will change swiftly, and you cannot view the whole set completely, and this also affects the PPC ads, which are gone like the speed of light when the next suggestion is selected.
On the upside, bidding will be intense for less long tail keywords. The shorter characters you have, the more quickly your results will appear. This development has had long time practitioners jokingly proclaim that they will be bidding on letters more than keywords in the long run. And that just might be true.
But apart from the usual word searches, Google has also the propensity to make the searches available through the trends on searches. You would see that a typing of “v” would suggest “VMAs”, “m” would suggest “Monday Night Football”, etc.
One thing you also have to take not is that not all searches will be on Google.com; if you have a browser it will be on your add-on (whether Firefox or Chrome). So you can still do non-predictive searches using those tools, and still attain searches displaying your ads.
Quicker, more attention grabbing ad copies:
Because of the faster response time, you must be made to make more eye-catching head content than ever. You should be able to produce ads that would make prospective customers think twice before changing their type of search.
There’s a big chance that the old good trending keyword tools of the past will also be effective in the near future (without taking in account, of course, special occasions). If you are a KeywordSpy subscriber, you can still strongly rely on its features, as it is still reliable for the ads that can get you clicks.
KeywordSpy can help you by giving the ads with the highest ROI. These ads get displayed a lot in Google, so it’s advisable that their format be adapted, but not outrightly copied. Remember that ROI is a measure of a keyword’s profitability based on their appearance on the sight, so this is indeed a metric you can still count upon.
Bid on related keywords, notably those alphabetically the same with the keywords:
The role of suggesting ideas will be driving the use of Google Instant and the display of the PPC results. When a search is done, Google will also display these suggestions.
If your client has searched using Google Instant, and just centered on the search he had originally planned to do, then there is no need to take an extra step for search. For example he intended to go to “flowers” but passed results for “florence and the machine” along the way, he would most likely stick to that original search he did, your website can still lay claim to his click for “flowers”.
But what if he encounters a similar word? Remember that Google can suggest alternatives for the word, such as “flower delivery”, “flowers memorial”, etc. Because of this, the client might decide that those are the searches they need, and will go there right away. And in so doing, you will set aside the search you originally did.
That’s why it is important that you also bid on alternative and related keywords so that your ads can appear on more searches than one. As a client goes down the list of suggested terms and finds a term quite related to the one he originally searched, such as “camp gear” instead of “camping, he will take interest in it. So go to KeywordSpy now and look up a keyword to find related and similar keywords for it. And while misspelled keywords aren’t in the suggested results, it wouldn’t hurt to include a few of them too in your bids.
Learn “the Art of War” :
Just as ancient Chinese war strategist Sun Tzu suggested, wise generals welcome change, how hard it may be.
The latest turn of events should be a challenge to advertisers and web developers. While Google Instant will have its critics in the early stages (e.g. complaints of dizziness from the instantly flashing results per query), eventually everyone will accept this as the norm. Therefore, practitioners of PPC and SEO have to evolve in trends and strategies. More so, they have to adapt the age-old tricks of magicians: creating ads with their hands quicker than the eye.
Bottomline, is, as of now, there’s no drastic need for change. What just differs is the speed to get results and more flashing screens and results instead of static ones. But slowly, search habits will change – especially with people now having shorter attention spans, and looking to search something else than they have originally intended.
Google Instant may at first frustrate long time search engine marketers, but like the changes on Facebook and Twitter, people soon adjusted to it. Therefore you should adjust to it too. And with my succeeding articles, I will keep you posted on these developments.
Peter Zmijewski is the founder and CEO at KeywordSpy. Through Internet Marketing he places his name on great search engine like-GOOGLE who is also called as Innovator, Investor, Internet Marketing Guru and Entrepreneur. For more updates don’t go away, please stay with us.
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