Google made it clear at its press event today that Google Instant will not change way that company will rank ads or show ads. From the Google blog: "We recommend monitoring your ads' performance the same way you usually do. Google Instant might increase or decrease your overall impression levels. However, Google Instant can improve the quality of your clicks since it helps people search using terms that more directly connect them with the answers they need. Therefore, your overall campaign performance could improve." At the event, Google Ad Evangelist Frederick Vallaeys went into detail with us why the new feature might in fact improve Adwords campaign performance, and debunked some of the easily made assumptions, which he outlined.