Google Instant has proved to be a “positive change” on the paid search industry, according to a new study.
Research by paid search management platform supplier Marin Software found that overall impressions for paid search ads rose by 9%, while clicks on search results rose by more than 5%.
In addition to the increase in impressions and clicks, the study showed that advertisers have benefited from the development, with overall advertiser costs rising by less than 2%, but average cost-per-click rates decreasing by more than 3% – giving them more value for their money.
The launch of Google Instant has also changed the way people search, with the research showing that ads for shorter queries have benefited more than ads for long tail queries – as the predictive nature of the tool has led to users searching for more common phrases.
The research analysed the campaigns of a sample of Marin’s client base that collectively spend more than £800 million on search.
It compared data for the same set of keywords from the two weeks prior and the two weeks following the launch of Google Instant in September.
The company’s European managing director Ed Stevenson said: “Google Instant was seen as a big gamble for Google when the company announced it, but it has proved to be a positive change for the industry.
“Google has won with a 2% increase in revenues, whilst advertisers and agencies have won with higher volumes and a reduction in CPCs, so it is a win-win situation.”