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 was cited as a global "Power Mobile Influencer" by Forbes, ranked second in the world for coverage of the mobile business, and as a "top 10" telecom analyst. He is a member of Mensa, the international organization for people with IQs in the top two percent.
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