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When Google rolled out a new feature called Google Instant for its search engine in September, thousands of its AdWords advertisers—who pay the company every time a user clicks on their text ads next to search results—took note. Now Marin Software, one of the largest managers of advertiser spending on search engines, has weighed in on the effects of the new feature.
Matt Lawson, a vice president of marketing at Marin Software, which manages about $1.3 billion in spending by advertisers such as retailer Macys and travel search firm Kayak, said spending by clients grew by about 2% in the two weeks after Google Instant launched.
Google's search revenues increased almost 2 per cent in the two weeks following the introduction of its Instant search engine, according to an independent study.
Marin Software — an outfit that manages $1.3 billion a year on behalf of search engine advertisers — has released a study based on the recent Google experience of "a broad range" of clients, and it shows that as Google Instant juiced ad impressions and, yes, paid clicks, advertiser spending climbed 1.96 per cent in the two weeks after the service was launched.