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How does Google Instant affect PPC ads?

Updated: 8/18/2019
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Google Instant means that if a user is signed in to their Google account, the PPC ads displayed will change in real time as they type. This means you may need to pay more attention to shorter relevant keywords, in order to be noticed as early as possible for a relevant search. If user behaviour adapts to Instant then this becomes even more important.

There is also an impact on impressions and CTR. An impression is logged when a user clicks anywhere on the results page, or selects a predicted search result, or stops typing so that the same results are displayed for three seconds or more. (So if the user is distracted, for example by a phone call during the process, then you are likely to get a misleading impression).

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Q: How does Google Instant affect PPC ads?
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