Relating to Google

Google continuously tests and enhances search results to fine tune them to the growing number of users. In the past, we’ve reviewed Google Instant’s new real-time search result display, which aims to provide users different search results with every keystroke, and Google Places, which integrates local results for search queries based on a user’s IP.

Here, we’ll be examining “related to” results, aimed to enhance the overall user experience and cause headaches for PPC buyers everywhere by integrating related search terms and ads into search results. This may sound confusing, and in some cases, it is.

“Related to” results have been in Google for some time. Typically, Google provides a list of terms towards the bottom of a search results page that relate to the original search. So, scrolling to the bottom of a “career training” search should show related keywords and search terms Google has deemed relevant based on prior searches by you and others:

Now, the “related to” section has been strictly for the organic results section on the left side of the main page. The right-hand side has traditionally been left for paid ads and is PPC territory, but Google is beta testing a new feature that integrates “related to” results into the paid ads results:

The listing circled in red is the “related to” feature serving up a related ad to the search “top 10 careers.” What is happening here? Google is returning ads related to the original search on a broad matched keyword level. So a search for “beauty spas” will yield spa-related ads on the sponsored ads section, but with the “related to” feature, you may also see ads for pedicures, manicures or even massages.

From a PPC perspective, this has two sides, so let’s start with the cons: Since the new ads will start taking up space normally reserved for ads related directly to spas, we’ll have to compete aggressively for top spots or else our ads might get replaced. Another issue is competitors (particularly branded competitors) showing up on search results. This might not seem problematic, but when clients are particularly concerned about other people bidding on their brand name, this will cause trouble. Here is an example:

A search for “National American University,” includes sponsored ads for competitor schools. Google has commented that users will see related sponsored ads because of past searches or other individual user search behavior. This may also happen because the competitors are bidding on the keyterm “university” and are broad matching on the term.

On the pro side, PPC now has extended coverage for similar search terms. So a search for “beauty school training” might now display ads for programs related to “beauty school training.” Our ads could be showing up with massage- or esthetician-related ads to provide options to the user.

Another benefit is that, if an ad appears in the related ads, it does not affect the quality score for that keyword and ad group. Basically, we are getting a free pass on QS since the user never actively searched for that term. So now, to show up for related ads, your related keywords need to have a good QS and overall competitive CPC (cost-per-click) and CTR (click-through-rate).

Google sent out a press release discussing the “related to” feature and how they are constantly testing for the best user experience. So time will tell if PPC buyers need to start focusing on their broad match keywords in order to essentially get free impressions on related searches.

PPC could see some added benefit for additional sponsored ad coverage. Showing up not only for an initial search, but also related sponsored ads, will provide an additional chance to capture an inquiry. PlattForm’s PPC team will continue to monitor search trends and as always, if you have questions or concerns, please contact the PPC team at PlattForm.