Why Would Google Instant Increase The Ad Impression And Make You Click More On Ads

Google made clear at its press event that Google Instant will not change way that company will rank ads or show ads. From the Google blog:

“We recommend monitoring your ads’ performance the same way you usually do. Google Instant might increase or decrease your overall impression levels. However, Google Instant can improve the quality of your clicks since it helps people search using terms that more directly connect them with the answers they need. Therefore, your overall campaign performance could improve.”

Google Instant will greatly increase ad impressions: The impressions of the ads displayed on Google Search Results page will rise up. In Google Instant Search, an user may get relevant results only after it gets reloaded more than 10 times (as it displays results for every single results).

Increased impressions means increased costs: Most Adwords campaigns are cost per click, advertisers are not paying for impressions.Google shows Sponsored Links for all the results. If an users searches a 20 character query, Google shows 10 different results for each character which means the impression of Sponsored Links would also increase and Adwords users must pay for Cost-Per-1000-Impressions.

Will the 350 million hours of user time per year saved negatively affect advertisers?According to Vallaeys, No. “We’re the only company in the world whose goal it is to get users off our site as quickly as possible. And ultimately we do monetize for a when a person finds the ad they were looking for and clicks off of it.”

But this doesn’t necessarily mean less searches, says Vallaeys, “What I think will happen is that users will be taught how to search better,  and do more searches if they’re finding that the searches actually work and they get results. That usually means that more search is happening. And usually that means more opportunity for advertisers to connect to users.”