Now that Google Instant has been live for two days, data is starting to accumulate on how it affects things.

But we are FAR from through the learning curve on it. We’ll be monitoring our clients’ stats daily for a while, and reading the blogs so we can get on top of it as rapidly as possible.

About 30% of our click ad campaigns have seen a very noticeable increase in impressions and clicks since the launch.

First impression: It will lead to a rise in traffic for many well-optimized websites and click ad campaigns. The degree it affects things will vary widely. In cases, it will increase or decrease impressions and/or click through rates without affecting the amount of traffic.

Over time, it will lead to a change in search habits that will mean changes in how sites are optimized or how click ad campaigns are run – but won’t change any fundamental principles.
Pretty vague. Mostly I’m saying, this isn’t the end of the world (or the end of SEO, as one article put it).

But it is the biggest change in search we’ve seen in years.
One article on the subject (not all facts are correct in it): Google Instant – 10 Things Marketing Teams Need to Know