How To Pay For Clicks For Your Competition
Writing by Pay Per Click Journal on Thursday, March 13, 2008 Leave a comment
SEO Smarty makes a great point on her blog about Google’s search within a search feature. Google calls it teleportation.
Teleportation looks like it could be a useful feature for searchers. If you are looking for specific information on a particular website then the search within a search feature could help you find it, although Smarty’s example shows that it might actually NOT help you find anything at all. But we’ll leave that discussion to the SEOs. I’d like to hone in on the bigger problem Smarty brings to our attention.
On the initial SERP where the search within a search feature appears, supposing that the second search box appears alongside your website snippet in the initial SERP, let’s suppose a user types in a useful key phrase for your website. Up pops a second SERP based on that subsequent search. The problem is that second search phrase could bring up PPC ads, and other SERP results, not related to your website at all. In fact, they could lead searchers away from your site and to your competition instead. Not a problem if you a searcher. Big problem if you are an advertiser. Here’s why:
Suppose the first search is for your brandable company name. The second search box appears alongside the snippet for your company on that first SERP. A PPC ad appears on the right side of the SERP as they always do. It’s your PPC ad. But instead of clicking on your ad or the SERP result for your company and going to your website, the searcher decides to search your website from that first SERP. Cool, huh?
No. Not so cool. Because now the searcher is faced with PPC ads and SERP results from your competition, but they thought they were searching YOUR SITE. You spent good money to be branded and have a visitor find your website with your brandable terms. Now, it seems, your competition will reap the benefits of your marketing dollar. But, according to Google, it’s all in the interest of helping the searcher find what they were looking for.
Leave a comment Category: Google Adwords
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