For Google, Weatherhead says this means more search ad volume and more money, as advertisers will likely fight for that coveted first page positioning. "Once this temptation is there for every advertiser the whole market for first page listings should become more expensive," he says. Not to mention the fact that "people [will be] able to appear on any keyword they wish (so long as they are willing to pay) and a large number of previously inactive keywords will suddenly come into play."
For advertisers, it means increased CPCs all around. "By allowing people to see what it will cost them to appear on the first page you are giving them the push to bid to that level," Weatherhead says. "Some will shy away and save their spend, [while] to others it will be the carrot they need to make the next step."