Google Knows
The launch of Google Instant has resulted in an increase in revenue for the search engine, according to data released by Marin Software, a platform for managing paid search campaigns. They announced that both impressions and clicks increased in the weeks after Instant debuted (the cost per click also increased slightly), compared to data froom previous weeks.
When the user is typing in a search query, Google Instant proposes a series of results that are sponsored, though these are not considered impressions, unless the user spends more than three seconds reviewing or interacting with the proposed results. Despite this, according to data from ComScore, impressions have increased 9.3% during this period.
This boost, along with the 5.76% increase in clicks, (and the click through rate, which has gone from 2.2% to 2.6%), seems to be closely related to the length of time spent using the new system; the trend revealed by the study is that Instant has changed user behavior by leading users to type less words than before.
Google Instant
Given these results, the marketing firm Covario is assuring peple that they have not observed the same increase in overall impressions, although they have seen a rise in the number of clicks and the click through rate. Covario found a change in total search clicks, showing a move towards paid search and away from organic search. Lastly, they found that Google continues to be the most profitable search engine, since its cost is 15% lower than the median.
Source: eMarketer
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