Extremely interested and slightly wary as to how this will affect ppc. My informed predictions: - CPC increases across the board - CTR increases across the bo

Extremely interested and slightly wary as to how this will affect ppc. My informed predictions: - CPC increases across the board - CTR increases across the board - AdWords loses smaller ad buyers who simply can't compete for a top 3 spot - More stringent requirements about ad content - Awareness ads (not directly leading to a purchase or conversion) will be unable to compete on cpc - Longtail keywords become more important, overall number of keywords brands are targeting will increase Ultimately I think this helps big brands who can afford top spots. They can afford higher cpcs, and better keyword bid strategies. Google's revenue will increase, but the number of ad purchasers will decrease. Ad quality (if there is such a thing) will become "better" by aligning more with users search intentions (Read: ads looking more and more like organic results). I work at a digital agency, so these are only 90% bullshit predictions.