just.a.guy

Google CTR Down Due To Click Area Changes

User 159136 -- Google doesn't have to close the loop on the buyer/seller experience, and in fact any advertiser with a brain doesn't want to let them.

Those who are intelligent enough to calculate conversion rates of impressions->clicks... will bid appropriately, given the expected value of whatever is charged for (in GOOG's case, clicks).

Those who are too stupid or lazy to do so will get fleeced.

The SEO Black Hat analysis above is correct. CPC for affected ads will rise as the expected value of those clicks rises as well. I would be surprised if this adjustment did not happen extremely quickly (days or weeks), given how closely most advertisers of any sophistication manage their online PPC campaigns.