Google Testing Instant Website Previews on Paid Search!
Google is testing a new feature which integrates the Instant Previews found on the organic search results, with the paid listings on Google as well. As with the organic search results, this will allow browsers to view the landing page before actually clicking on the site, so user engagement will be on a top level stance. The result is either reducing cost implications as clients review more relevant content, or reducing the number of conversions as solo advertisers deliver traffic through irrelevant keywords.
What has changed?
This brings the paid search results more in line with Google's other inventory, such as organic listings and the recently launched mobile devices offering. As before, in terms of optimizing a paid search campaign, the landing page will play an important part.
So what does this mean for paid search?
Creative design of the page will have an impact on CTR:
* Deep linking will become even more important. Advertisers with landing pages relevant to the search term will benefit
* Trust in PPC Ads will increase for high quality sites
* Sites designed in Flash will suffer
Will this affect my Conversion Rate?
Unlike organic search, paid search advertisers are paying on a per click basis and conversion is often the key to making this work as a channel. The potential for browsers to evaluate a website, before they click into it, means that the quality of the landing page becomes paramount. If anything some competition will receive a lower conversion rate, as Starfish Internet Solutions always serve only the most relevant of keywords - ensuring they're delivered to the best fitting content on your site.