Impact of Google Instant on paid search

October 13, 2010
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When Google introduced Google Instant (where search results are displayed as you type), it was certainly a boon for searchers. Personally, I’ve started visiting the Google homepage after years of just using the search box in Firefox (and now Chrome), and enjoying the improved search experience. (And I get to see those neat Doodles, too.)

When Google introduced Google Instant (where search results are displayed as you type), it was certainly a boon for searchers. Personally, I’ve started visiting the Google homepage after years of just using the search box in Firefox (and now Chrome), and enjoying the improved search experience. (And I get to see those neat Doodles, too.)

But not everyone was happy. People who advertise on Google Search were worried that the ads (which now recycle with each click stroke) might not be as effective. But Weisner Vos has done an analysis using R, and it seems that advertisers don’t have much to worry about. For example, click-through rates for ads in any position on the first page are basically unchanged since Google Instant was introduced:

CTR-Top-vs-Bottom
Take a look at the complete analysis at the link below.

Click2Customers: The Paid Search Impact of Google Instant – Some Initial Data