Google's new instant search is pretty interesting. This Fast Company article points out the potential serious downfall for brands advertising on Google.
Impressions are no longer measured only by searches and clicks, according to Google. In the Instant era, it also counts if a user stops typing, and results are displayed for three seconds or more--the length of pause to take a sip of coffee or ... sneeze. Impressions are also now garnered from predicted queries, related searches, hitting the "Search" button, and even spell corrections.
Not that impressions are as important as clicks for PPC ads, but as the article also points out the instant search also heavily favors major brands. This means the little guy, or possibly a new brand, using Google PPC ads could really lose out here.