Tracking of Google Instant – Google is currently not providing the means of separating out Ads served under Google Instant.
Google Analytics – Google is currently not providing advertisers with reports segmenting Google Instant data.
Ad Serving Methodology - Remains unchanged. Both organic results and sponsored links are displayed in the same manner as a normal search. [Ma] would display Google Instant results for [MapQuest] in a similar fashion for a routine search of [MapQuest]
How does it affect the Search Marketer? …. continued
Google Instant is ultimately a user experience innovation. Google has not adjusted the methodology for calculating quality score and ad rank, or the rule around match types and negative keywords. At this time, it doesn’t look like Google Instant will have any impact for the ranking of organic search results. How does it affect the Search Marketer? …. continued
Upper funnel searches may shift towards torso - The presumption is that the user searching for an upper-funnel term may, choose the more specific keyword like search for [used cars] may get focused to [used cars los angeles]
Advertisers should closely monitor the suggested alternatives to their top performing head terms.
Partial versions of high-volume keywords could get more impressions –
With Google pre-populating predictive results, a certain no. of users will click Enter before completing their search. For example, a search for [minivans] produces the results page by just typing [miniv]. Out of habit, some users will see the result they were looking for and hit Enter.
Rather than seeing the desired results, the user will see a result page that has absolutely nothing to do with family vehicles.
Bidding on these partial keywords could be an effective way to capture targeted traffic at a comparatively cheap price.
Impressions are poised to increase on high volume keywords
This can be an ‘early movers policy’ though
Quality score implications may make this strategy ineffective
May become cost prohibitive to buy
Impact on SEM …. continued
Google Suggest will be critical for keyword expansion. – Search marketers should identify these suggested alternatives across top geographies, and track them for increases in impressions. Also for keyword expansion and negatives. Impact on SEM ….continued