Live from Google:
Google Instant, updating results as you type is officially launched.
The benefit to users? Less time scanning results, less time trying to find the right words to search, no need to type "enter".
The benefit to advertisers? More accurate results, fewer "bad clicks", more targeted search and more traffic on the long tail.
The benefit to Google? More valuable traffic means higher CPCs and more value per search experience.
We're big fans already!
Google will only count the impression if the ad appears for more than 3 seconds, so may not impact CTR and Impression counts too much.