#click count

Google has recently started a user interface test, in which a click count was displayed underneath the URL portion of the ad. In one implementation, the text simply said the number of clicks followed by “clicks.” In the other, the text said “clicks for this advertiser,” seeming to indicate that the clicks are not for that single creative, but for the advertiser overall.

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Advertiser Perspective: Competitive information is now readily available.  Downside...my competitive information is now readily available.  Also, advertisers with low budgets may need to be wary!  It would be interesting to know how Google is choosing which ads on which to display this information - is it based on how much budget an advertiser is running during a specific time frame?  The CTR of the campaign?  The level of conversion optimization?  Over time, if this experiment results in new ad displays, we'll begin to theorize, but for now, it's a murky grey area.

Consumer Perspective: If Google can tap into the social mindset and improve the user experience by calling out advertisers who provide a quality user experience (i.e. make ads worthwhile), they may be able to increase the number of internet users who are willing to click on a paid search ad.  By promoting the number of people who have clicked (which could be considered a signal of quality), they can also prompt advertisers to ensure that they are really focused on developing quality, targeted ads that deliver the right promise to searchers - and follow through on the landing page.

Tying it Together: While we are aware, as advertisers, that many people ARE clicking ads, imagine if we could increase the size of the market?  If this signal increases the likelihood of clicks in a larger market, advertisers will invest more in the space - generating more revenue for Google.  But, by really focusing on the correct keywords, effective ad copy, and conversion optimization, we may have the chance to really update the value of our campaigns.