As Google Instant rolls out widely, the raw number of ads displayed per query will inevitably increase as Google displays a sequence of best guesses about its users' desired queries and shows results for the top guess.
For example, a search for 'a' displays results and ads for Amazon.com; an 'e' search does the same for eBay.com. That is going to require some tweaking of what an "impression" is.
To qualify as an impression, an ad exposure must last for at least three seconds, Google now says.
Even with that calculation in place, the effective click-through rate experienced by many Google advertisers may change.
Google Instant Will Impact Search Ads and SEO
Wednesday, September 8, 2010
Google Search Impressions Will Change Because of "Google Instant"
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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