We raved previously about how much we love Google Suggest, which got us thinking is there anything else that this could have a big effect on?

Yes! An increase in 2-3 word keyword searches

If we anticipate to see an increase in short-tail (2-3 word) keywords as searchers who would previously use one word keywords opt for longer Suggestions instead, surely this will change the dynamic of your campaign spend, but how?

Let’s think about this logically - there hasn’t been an increase in search traffic, it’s only being redistributed from other keywords. Currently your account pricing works like this; you have expensive header keywords, less expensive short–tail keywords and even less expensive long-tail keywords.

So how can you expect your campaign pricing structure to change?

1. An increase in bid prices of (2-3 word) keywords
2. A decrease in bid prices of 1 word header keywords
3. A decrease in bid prices of long-tail keywords

It’s probably too early to tell, but my prediction is there wont be an overall increase in your campaign spend and the increase in short-tail keywords will be offset by decreases in header and long-tail keywords.

The good news overall is potentially traffic should be more qualified and click to action should improve. We’ll be monitoring the campaign structure shifts closely to see if this is the case!

This entry was posted on Monday, September 22nd, 2008 at 1:32 pm and is filed under google suggest, tools, Top tips, Google. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.