As with all of Google’s updates, questions arise. Two of the most popular questions are: how will this change SEO and what are the impacts to paid search (PPC) campaigns. These two questions are percolating in SEM circles, and we have a few ideas on the matter, but before we get into what this means for marketers, here is a quick recap of the new functionality:

Predictions: Google Instant takes its query suggestion tool to the next level as it predicts what users are searching for. As users type their queries, Google displays search results for various predictive keywords. Typing “holiday” into a query box will no longer just suggests “holiday shopping” as your target keyword. With Google Instant, results appear for “holiday shopping” as you type your query. If “holiday shopping” is not the phrase you were looking for, don’t fret. Google will adjust its prediction and continue to render search engine results pages as you type queries. This means that during any given query, users could see multiple search engine results pages (SERPs).

Dynamic results: Google has already been doing this to some extent with their suggestions below entered keywords, but with Google Instant they are taking this one step further. They are starting to predict what users are going to query and serve up query results as users are typing. Here’s what Matt Cutts of Google had to say about their new technology:

“A key insight behind Google Instant is that if we want to get people answers and solve their problems faster, we can help with that by improving our UI to help you formulate queries more quickly (and then doing a bunch of hard work under the hood to answer that query too). Google typically returns search results in milliseconds, but it takes several seconds for you to type a query. In other words, the limiting factor on a typical search is you. With predictive search and instant results, you can often get the answer you want much faster.” Source http://www.mattcutts.com/blog/thoughts-on-google-instant/

Personalized search integration: Google Instant currently only works when users are logged into their Google accounts. This add to the personalization and relevancy of Google’s keyword suggestions because they are pulling from your past search history.

Google’s alphabet: Here’s a cool little test. Google has now essentially established an alphabet. Type in a letter like “W” and it populates results like Wells Fargo, Wikipedia, and Wal-Mart. It predicts you were looking for, and apparently, Google thinks we are looking for big brands. Best Buy and Amazon are two other examples of the top query predictions and results that Google renders for a single alphabet letter. Good news for marketers is that Google is clearly giving a nod to brands, but unless you have the market cornered on your namesake’s first letter, you might be out of luck.

Now onto what this mean for your search engine marketing program…

One thing that will be impacted is impressions. Users could see up to seven or eight different SERPs for a given query, so it makes sense that the number of advertisements users are exposed to will also multiply. This could make CPCs go up if conversion rates go down and quality scores suffer, but this is might not be the case if Google has taken this into account with their algorithm.

There is also debate about Instant’s impact on long tail keywords. Before Google Instant, SEOs could optimize webpages to target longer tail keywords that are arguably less crowded and less expensive to achieve high rankings. Another reason they are an attractive SEO target is that they cater towards users who are deeper in conversion funnels.  With Google Instant, users could avoid longer keyword phrases to find desired content because Google might predict what they want and serve it before users complete their query. On the other hand, the predictive nature of Google Instant might lead to longer keywords as users are exposed to keyword phrases beyond what they have typed. As of this post, the sides are fairly divided, but either way, it is agreed that a change is likely.

Google Instant will also place a heavier impact on universal search because multimedia assets will draw users’ attention as results filter in. This means marketers should put extra stock in their multimedia content and make sure it is optimized to be indexed and rendered with as much jazz as possible. This means adding rich snippets into listings which Google can incorporate into their universal search results, and marketers should revisit their meta descriptions and title tags to make sure they are optimized to grab browsers’ attention at a quick glance.

Users can deactivate Google Instant if the update is a little too intrusive, but by all accounts, this update stands to dramatically impact how searches are conducted. Ben Gomes of Google says, “Google Instant seems so obvious, that in retrospect, you’ll wonder if search could have been any other way.”

Overview

Google recently announced that starting June 15^th, advertisers will be allowed to use trademark terms in their ads even if they do not own that trademark nor are an approved reseller/partner.  Currently, advertisers have complete control over who can place their brand name in the headline and/or description line in order to ensure competitors are not using such brand name as leverage.  Advertisers who own their brand name manually grant companies permission to use these terms in the ad copy on a case by case basis.  Google will be rolling out an automated tool to properly scan landing pages and allow use of brand terms in ad copy based off of the following advertiser criteria:

1.       Resellers or partners:  Tool will scan the landing pages to ensure branded product is sold.  An example is Best Buy selling Belkin routers on the landing page.  The tool would allow ‘Belkin’ to be displayed in the ad copy

2.       Informational sites: Sites that compare and or review products, but do not sell such products.  For example, CNET as an advertiser may have a page dedicated to comparing routers.  They will be able to run ads saying “Looking for a new router? Compare Belkin to D-Link and….”

This change has no affect on keywords: anyone can currently bid on any term in AdWords.  Google’s Quality Score will bring the most relevant ads and landing pages to the top rank.

Why?

It appears that Google is making the marketplace more accessible to all advertisers by automating this feature.  However, the technology rolled out will ensure that competitors will not be allowed to fall under the 2 categories above.  Google’s goal (and that of the search landscape) is to connect the audience with qualified ads and, in effect, connect the user to the right page as quickly as possible.

Impact

The trademark update will obviously give companies less control over who can use their brand terms in ad copy.  However, the direct effect of this change will depend on the brand.

Clients with Resellers/Partners

Companies with a large manufacturing base (i.e. several resellers) may see an increase in cost per clicks as the paid search marketplace increases on both brand and general terms.

Clients’ Products on Informational Sites

On the other hand, informational sites, in time, could be quite beneficial to all advertisers.  Although ad dollars are moving towards the lead gen aspect of search, there are still a large percentage of users researching before they buy.  These sites may take away clicks initially, but these users are becoming more educated about your product and, if it is a good fit, will be more likely to convert – and convert faster.  This means a potential increase in conversion rates and return on investment.

What to do?

Clients with Resellers/Partners

Keep track of your clients’ resellers–which keywords they are bidding on with your brand in copy.  There won’t be much you can do to change their copy, but it is best to avoid click cannibalization and increasing CPCs.  In some situations, you may be able to work with your resellers or partners to keep this from happening.

Clients’ Products on Informational Sites

See which informational sites are displaying your client’s brand in their ad copy.  This could be an upsell opportunity for some premiere display placement, especially if the information is positive for your client.

So mark June 15^th in your calendar as Duplicity Day.  You may start to see your brand more than expected!

~Daniel Romotsky

J. Crew could not have asked for better promotion, and now they’re cashing in. Just look at the Google results for “michelle obama”:

Simple, effective, topical, and piggybacking on America’s hottest brand (the Obamas), it’s the Holy Grail of paid search ads.

In this tough economic time, even online retail (previously an area of meteoric growth) is taking a major hit. But connecting your brand with America’s hottest couple — the Obamas — is sure to pay off. Numerous studies have reinforced the importance of branding during recessions. As soon as young women have some extra money to spend, they are likely to head to J. Crew, rather than its competitors. After all, the future First Lady shops there.