One of Google’s many useful search features is the “users also searched for” suggestion that appears in your search results. When you make a query for, say, car insurance or car loans, Google suggests similar phrases or words that people are also using. It’s a great feature, right? But not everyone thinks so.
Here’s why Google is ruffling some feathers with suggested search: businesses have begun to notice that Google has been dropping suggested searches amid advertising results. And those suggested searches can lead people to an advertiser’s competitor sites – potentially hijacking the ad. For instance, as depicted in Search Engine Land, if you search for car loans, Google may serve up ads for car loan offers, but then also tell you that people are also searching for car loan rates, new car loans, and other similar phrases:
The problem is that if you click on the eight suggested searches depicted in the above options, you may very well be taken to a site that competes with the advertisers such as Lending Tree and CarMax where the suggested searches appear – which is hardly good news for Lending Tree or CarMax.
Why Suggested Search Is Good for Advertisers
As Search Engine Land reported, advertisers are annoyed. But maybe they shouldn’t be. Here’s why:
- If your ads are compelling with good creative and strong calls to action, you have nothing to worry about.
- With the suggested searches, Google is providing ideas for you to test copy and to bid on keywords that might have escaped your notice.
By meeting the needs of users first, Google might actually be helping advertisers.
What do you think?