And dictionaries, currency exchanges and all you other useful free tools. You can now no more send me to the pit of your murky online lair somewhere miles below ‘the fold’ before I find the answer to my questions (another one there, Q&A sites, aha!).

Nope, no more. Now that Google has realised how many milliseconds you take away from me with your location based ads for girls in Leeds and belly tucks in Bradford. You will soon fall from your lofty perches unless you change your ways and make my life easier!

http://googlewebmastercentral.blogspot.com/2012/01/page-layout-algorithm-improvement.html

It can only be a good thing (unless of course those ads are for Google?!)

My girlfriend rushed up to me last night as I was typing up my Bob Dylan post and burst into our spare room (which doubles as my writing/beer/photography studio and her teaching homework room) and starting ranting about a brilliant advert for the Sun.

Deep in concentration (and laughing at Dylan’s fake hair in the video to his new Christmas song ‘Must be Santa’) I nipped onto Google and typed in something I expected to find no results for: ‘sun advert’.

Right I was, nada.

Except then I noticed Google real time search ads and realised that these new fangled search results that were being used for nothing more than vanity exercises by egotistical tweeters or updates on Tiger Woods gossip, actually had a genuine use.

I was waiting seconds rather than minutes before through the fast incoming tweets praising the ad, a selfless tweeter posted a YouTube link straight to a copy of the advert (which you can see at the bottom of the page).

Google’s real time results are a great PR exercise and prove to a certain extent that Google are the search engine pushing boundaries and making searching online more personal. I ‘ll bet they’ve bumped their market share of searches up hugely recently but the test of time will be if small incidents like mine become the type of useful experience that the online population begin to demand and use on a regular basis.

Tesco's PPC ads in Google's sponsored links

Nothing wrong with that, and in the light of me hearing that they would be starting to stock a few more North American beers I thought I’d take a look.

Tesco's landing page: good or bad PPC strategy?

Alas, I need to sign in as an existing customer, or register.

Now I’m not really interested in going through the red tape of registering just to see Tesco’s beer range, so off I go on my previous ‘online journey’. So in my case, Tesco’s PPC tactics have led to a potential lost sale.

But I did wonder whether this is actually a good tactic? If I’m only browsing, yes they’ve paid for my click, but they haven’t had to waste time analysing lots of wasted traffic from a ‘tyre kicker’ like me, who wasn’t actually likely to buy.

Those that do register and browse are much more likely to buy, and their web stats should reflect the behaviour of people actually in the market to purchase. Plus, I wonder if this tactic actually has led to an increase in registered users?

By no means best practice, and not quite sure if this really fits Google’s landing page policy, but I maybe the amount Tesco spend on PPC probably Google’s concern over that…