Yesterday, you probably noticed that the google logo (also called “doodle”) was out of the ordinary. It consisted out of several dots, which literally exploded when the user hovered with his mouse over it. A reason or explanation was not given why google was doing that. A official hint though was given that something big is coming. As a result wild speculation started. For instance the German tech website chip.de expected the launch of a new social network, which of course was not true. A few minutes ago, the secret was finally revealed:
Google launches google instant. It is a new search enhancement that shows results as you type, allowing scanning a results page while you type.
Why is google doing that? Well, it saves time. The average user takes more than 9 seconds to enter a search term. On average google instant saves 2-5 seconds per search.
So why I am telling you this? This is a marketing blog, right? Well here comes the news which is actually interesting for you as a marketer:
Impressions for text ads on google are not what they used to be anymore.
Until now, google instant an impression was counted when the user hit enter, clicked on search or selected a prediction in the search field. Now, this is different. As soon as a user pauses for 3 seconds or longer while entering search queries an impression for an text ad will be counted. Also if a user clicks on a search results this counts instantly as an impression for all text ads on that search page.
Google expects performance metrics to fluctuate as a result of Instant and we encourage you to monitor post-launch metrics and adjust accordingly. Your quality score will not be impacted though.