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Google's vision is "You tell us what you're selling, we do the rest."

http://www.clickz.com/3634697

Very interesting read Jon! I guess there wont be a need for PPC managers soon? Or they better scamper around to find out what their future role will be! Perhaps there is higher level exectutive style things they can be doing then keyword picking etc.

"What if you told us what you were trying to sell and we matched that to the queries of our users?" Not only that, Google will come up with your ad's copy and even its format. It could be video, a banner, text, or rich media. And you likely won't pay for it on a CPC (define) basis; Google is working on CPA (define) models. Or, as Fox put it, "Leads, schmeads. We want to more closely align advertising with performance."

If "we do the rest" is anything like their current manual optimization efforts, they'll need to do a lot (and I mean A LOT) of work to make it perform as well as a controlled keyword-driven campaign.

This article opens up so many possibilities. Was discussing with a friend last week.
The discussion was whether Search Engines and Social Media (as it is now) will be out, and no longer determine how we search online.

Looks like there is a definite shift and the movement has just started.