Google Instant keyboard navigation increases likelihood of clicking PPC ads
The first result now has a blue arrow next to it, which you can move up and down the results with your arrow keys. You can then just press enter to go to the result you want.
Here is a screenshot:
It's quite a nice feature. However, see what happens if you, say, have a PPC campaign for your brand name
Because there's now extra visual highlighting - in the form of an arrow pointing at it - on the PPC result, which comes before the natural result, it seems likely to me that more people will click the PPC ad than would have done before.
Plus it's now easier to select the PPC ad over the natural one - you just hit return to go to it, rather than having to move the mouse to the natural one.
Here's an example for Orange:
More money for Google ... (though Orange aren't helping themselves by not having their brand name visible in the HTML title for their homepage ....)
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