Google has begun integrating it’s instant preview feature to paid ads in its search engine results pages.
Until now, the instant page preview was only available for the organic search results on desktops and mobile searches but you can soon expect to see a landing page preview of the website being promoted through the paid Google ad without having to actually visit the website.
This is what the instant preview for paid ads will look like:
Do you think this will be good or bad for advertisers?
Here are some of the implications that have been suggested:
- Since paid searches means paying on a per click basis the look of the landing page becomes very important, especially now when a page preview is available. Potential customers will be evaluating the pages through instant preview before clicking through it so it becomes important for the Google ads users to pay more attention to the layout, content and keywords on their pages.
- Advertisers will also have to pay attention on their deep links as customers will now be able see their page content before clicking through.
- It can be expected that the relevant online traffic will frequently view these websites and the CTR will increase subsequently increasing the sales for advertisers.
- One thing Google Ad users have to be careful about is that websites designed in flash will suffer as flash is not visible on instant preview.
- At the customer end, the search result page will look more uniform with a page preview available for all sites and searchers will get a quick view of the sites before they actually click through the page.
It will be interesting to see the effect instant preview will have on ad campaigns. Although advertisers may have a good placing in the SERP’s their CTR could still drop due to bad page layout. On the other hand, I predict users of instant preview will be more likely to click through on an ad that previews a well designed landing page, resulting in a higher CTR.