This article was posted yesterday, heres my predictions:<p>Extremely interested and slightly wary as to how this will affect ppc. My informed predictions:<p>- CPC increases across the board<p>- CTR increases across the board<p>- AdWords loses smaller ad buyers who simply can&#x27;t compete for a top 3 spot<p>- More stringent requirements about ad content<p>- Awareness ads (not directly leading to a purchase or conversion) will be unable to compete on cpc<p>- Longtail keywords become more important, overall number of keywords brands are targeting will increase<p>Ultimately I think this helps big brands who can afford top spots. They can afford higher cpcs, and better keyword bid strategies. Google&#x27;s revenue will increase, but the number of ad purchasers will decrease. Ad quality (if there is such a thing) will become &quot;better&quot; by aligning more with users search intentions (Read: ads looking more and more like organic results).<p>I work at a digital agency, so these are only 90% bullshit predictions.