The 3 second rule with Google Instant

DMV advises 3 second rule to maintain a safe distance from the vehicle ahead of you to avoid rear ending

. This separation in time can create a problem if you are an AdWords Advertiser.

Google, while rolling out Instant, sought to calm fears that the predictive query may trigger (unwanted) impressions while the searcher has not finished typing in the search terms. They claim in their blog that an impression will be counted only when one of the following happens:

"When someone searches using Google Instant, ad impressions are counted in these situations:

The user begins to type a query on Google and clicks anywhere on the page (a search result, an ad, a spell correction, a related search).

The user chooses a particular query by clicking the Search button, pressing Enter, or selecting one of the predicted queries.

The user stops typing, and the results are displayed for a minimum of three seconds

We recommend monitoring your ads' performance the same way you usually do. Google Instant might increase or decrease your overall impression levels"

(emphasis is mine)

You wonder how did the 3 second rule got introduced? Has Google measured that this tiny pause is a fairly accurate indication that a user has finished typing? They claim (see my previous post) that it takes anywhere between 3-9 seconds for users to type in their query and this time could stretch for 30-90 seconds.

It will be hardly unusual for a searcher to pause inadvertently, distracted with results that will continue to appear as typing goes on, or to stop accidentally. This fatal break in rhythm will cause an impression to get triggered. So as cautioned by Google if you see a sudden spike in impressions while the number of visitors clicking thru to your landing page does not, just blame it on lazy fingers of your prospects.

Tailgating may actually be good for your AdWords campaign or is Google seducing you with the 3 second (dating) rule ?

The 3 second rule with Google Instant

By: Julia

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