By Paige Payne
Feb 4, 2010
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When on the topic of Google’s suggested search feature, typically a majority of the conversation focuses on the shock and [insert adjective that has nothing to do with anything useful/intelligent] effect suggested search results can have. Some examples you are probably already familiar with, or that you may want to check out are those such as Mashable’s Top 10 Funniest Google Suggests Results or perhaps Funny Google Suggest results: Who searches Google for this stuff? | Xatal.
Often, suggested search results (like the ones below that I found on Xatal’s blog) leave us with a similar thought:
Maybe we, the end users, do all too often fall victims to the coined phrase:
Whatever the case may be, believe it or not the Google Suggest feature can actually provide some great insights for PPC.
Let’s perform a simple suggested search. If you open up Google.com and start typing in “why” without adding a space, you will see that the first Google suggestion on the list is “why do men have nipples.” Now, the full list of Google Suggest results is so offensive I couldn’t bring myself to put the screen shot on the company blog. But if you enter the top Google Suggest result “why do men have nipples” into the Google AdWords External Keyword Tool, you’ll see that there is significant search traffic on the phrase.
According to the tool, there were roughly 90,500 people locally that searched the exact query “why do men have nipples” in a month. Now I realize how inappropriate people can be when searching online, but I have a hard time believing that some 90,500 people would have performed that exact query in the month of December without the guidance of suggested search. What am I suggesting?
The Underlying Implications of Suggested Search
As demonstrated, Google suggestions appear to have a strong influence on end users by affecting the total number of unique search queries entered and ultimately shaping the way people search.
How does this impact a AdWords PPC advertiser?
Suggested search indirectly inflates search volume for the suggested set of keyword phrases (and yes believe it or not, some are reasonable). For the reasonable Google suggestions:
End result: the cost per click for these keywords highlighted in Google Suggest results gradually increases.
How to use Suggested Search to your advantage?