If you’ve lately used Google, you would have seen its latest innovation…. the "Google Instant"…… Google's predictive mind reader that begins to produce search results before you've finished typing the search 'keywords', just like the T9 text mode on your Nokia handset! Well, innovative must say…..

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The impact of Google Instant on Online Marketing
Google seems to have its own mysterious ways. In an effort to make its popular search engine more user
friendly, it may have the potential to upset a small fragment of its advertisement ecosystem.
If you’ve lately used Google, you would have seen its latest innovation…the "Google Instant"……Google's
predictive mind reader that begins to produce search results before you've finished typing the search
'keywords', just like the T9 text mode on your Nokia handset! Well, innovative must say…..
Google end users may be a happier lot. However, when Search Engine experts dig deeper into this novel
approach, there are a few surprises. Let us evaluate this new tool and its impact on PPC and organic
campaigns.
A quick look at the new interface leads us to analyze its impact on Impressions.
Google Instant measures Impressions in 3 ways:
1) The Traditional impression model, wherein your website is displayed in search results as a
reaction to a user keying in the completed search query phrase/keyword (e.g. by pressing
“enter” or selecting a term from auto- complete).
2) The Google Instant Interface, where if the user begins to type a search query and then without
completing the keyword/phrase clicks anywhere on the page based on the predictive results, an
impression is counted. This includes clicking on a search result, a sponsored link, spelling
correction or a related search.
3) The third way an impression is measured on Google Instant is when the user stops typing the
search term and the search results are displayed for at least three seconds, an impression is
counted.
It is expected that under the new Google Instant mechanism, there will be an increase in the amount of
impressions received by the keywords. There is also a concern that new Search users will find it
distracting to see the predictive results before they complete the search query term. As a result there
may be a possibility of users clicking on the inappropriate websites resulting in higher bounce rates.
Higher Bounce rates and poor Click through rates will again have a negative impact on the Google
Quality score….. forcing advertisers to increase their maximum cost-per-click (CPC) in order to be seen in
higher positions in the search results. It may be too early to announce the demise of the "long tail
keyword" but there is a possibility that the new Predictive system will drive away, rather distract the
user from using longer tails!
Only time will tell how Google Instant will impact the Google Adwords framework of the millions of
businesses who have advertised and prospered out of Google's original and marvelous search model.
Google Officials have quoted that this will have NO IMPACT on search engine optimization for organic
sites. Again, this will have to be carefully monitored as to what impact this will have on websites and
their organic rankings.
Let's hope Google doesn't disappoint with this new avatar and pave way for Bing and Yahoo to score up!
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