Huge Impact if your website is dependent on Google. Updates in panda and penguin means changes in Google ranking algo, which may impact a site.
Search algo update effect 100% on your website if you want to go with organic ranking. But it has nothing to do with PPC or any paid campaign.
Google Panda Update Google Panda Update is basically a search filter introduced in Feb 2011 and is meant to stop sites with inferior quality content from working their way into Google's top search results. Panda update is done to lessen rankings for inferior quality sites- that are of low value, copy content from other websites and are not very beneficial. Simultaneously, it will offer better rankings for high quality sites- sites with original content and information like in-depth reports, research, comprehensive analysis and so on. Panda has a site wide penalty, which means if most of your pages have thin content, your entire site will be penalized. Panda was meant to prevent scrappers from outranking the original author's content. How will it affect your SEO? Publishing content simply for traffic is not a good idea. Google made this update as maintain contents just to attract more visitors from search engines to visit their site. You should be careful about the things you publish. Be sure that it is unique, original and beneficial to people. Don't suck-up search engines with articles like other people. Get the best keywords according to your business nature. Google Penguin Update Penguin is a vital algorithm change for web-spam. The change will lessen rankings for sites that they feel are violating the quality guidelines of Google. Google is strictly against Black Hat techniques like keyword stuffing and states that it can land a website into trouble, but less apparent techniques can also make Penguin flag your site. Website owners should check their Google webmaster accounts for any messages From Google warning about your spam activity in the past and a possible penalty. Google says that Penguin has affected 3% of queries. Some other vital aspects of the Penguin are: Keyword stuffing in internal or outbound links Inferior quality article marketing and blog spam Over-utilisation of precise domains Aggressive exact-match anchor text
I usually Google stuff like that. It's all there: https://www.google.com/webhp?source...on=1&espv=2&ie=UTF-8#q=what+is+google+panda&* https://www.google.com/webhp?source...=1&espv=2&ie=UTF-8#q=what+is+google+penguin&*