I had not heard of this during the conference – though it was a hectic one to say the least.
But from what I have read, Google is about to turn back on all inactive keywords – that is a lot of accounts that will suddenly see a spike in spend. So long as the bids are low enough it may not be too big of an impact – but if the rest of the words in the account have a high default bid it could be creating some major spends.
Add to that that we are now seeing bids required to occupy front page positions, it sounds like a push to the former Overture bidding system – is being attempted.
Google has become a lot more aggressive in its promoting of its products. The new Ad Placement tab was a major effort to reignite interest in the content network. Is this an attempt to ignite bidding on the main paid search listings?
We need to make sure we are not going through another let the customers paying for our tweaking of minimum bids. Now that many people leave terms that have gone inactive still in their groups, this turn on could net Google a nice spike in income.
Add that to the spike in CPCs when bidding for front page takes off and I think the shares I have in Google will be going up a little in the near future.