I&#x27;ve worked in paid search for some time now and can&#x27;t help but chime in.<p>I&#x27;d agree CPC&#x2F;CTR will increase. But if you think about it, the real logical reason for the change is that Google needs more real-estate. Search is continuing to evolve (I.e, the way the you and I look for information), and Google has been testing new ad formats to better serve queries.<p>Limiting the number of traditional paid search ads is the only way they can continue to maintain a balance between SEO &amp; paid search while testing new ad formats.<p>I wouldn&#x27;t at all be surprised if they began testing a new product in the latter half of 2016