The trend of the moment in Search is speed. Projects like Google Caffeine are designed to make the web a faster place. A byproduct of a speedier search is the generation of the immediate, real-time result – being able to see Search working for you as you type. Google has adapted this concept into a new live update metric that revises search results as keywords are entered into a search box. I’ve watched the update do its thing on YouTube. You should look for it. It’s pretty trippy.
Search professionals that struggle with motion sickness may have to brace themselves before utilizing the new feature. The page changes with each character entered into the search box. The innovation has some Pay-Per-Click (PPC) search experts concerned fearing fickle potential customers may shift their click focus in mid-search decreasing click-throughs. This would be true if PPC campaign success was dependent on a fly-by-night consumer. People intent on looking for a particular product will conduct a search for that product and click accordingly. For example, if a user is searching for jeans, the user is unlikely to be swayed from PPC jean ads in favor of ads for JetBlue simply because they both begin with JE.
Though a web page may be faster and more real-time based, that doesn’t mean a serious, relevant user will fail to convert. If anything, Google’s new live update feature will ensure PPC campaigns are effectively leveraging the right audience.
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