As I explained, Google Instant changes the way Google shows your AdWords ads. Google will count an impression on your ad if the user stops typing for three seconds, hits enter in the search box or clicks on a search result or ad. A WebmasterWorld thread had some advertisers reporting 3 to 4 times spikes in impression counts, which may lead to a lower quality score and higher cost.
So I decided to run a poll and we have over 150 responses from AdWords advertisers.
55% of the responses said there was no significant change in their AdWords account. Only 19% said they are seeing higher impressions, but then we have 6.5% saying they are seeing less ad impressions.
Let me share the full break down with you of "Has Google Instant Impacted Your AdWords Campaigns?"
- 55% said No - Same As Before
- 19% said Yes - More Ad Impressions
- 14% said Yes - Less Ad Clicks
- 6.5% said Yes - Less Ad Impressions
- 2.6% said Yes - More Ad Clicks
- 3.2% said other answer
I'd thought advertisers would indeed see a spike in ad impressions. I guess I was off a bit.
Forum discussion continued at WebmasterWorld.
Note: This post was written September 21st and scheduled to go live today.