Several places are reporting that Eric Schimdt of Google said: “The quickest way to improve the quality of an ad is to have the ad instantaneously turn into a purchase that is 100 percent perfect,”

My speculation otherwise known as my WAG (wild-ass guess) is that Google could start providing a new type of Google Adword.  Let’s call it Google Affiliatewords.  This new ad is really an affiliate banner.  It will appear in the serps like normal adwords and if a user clicks on it they are directly sent to an order page which has Google tracking codes.  Google earns a commission and based on the commission and the CTR they will rank your ads in the serps. 

My WAG idea would address the issue of click fraud since the user needs to use a credit card which would stop the automated bots.  Also it could increase Google’s margin since they would be more involved in the buying process by directly delivering users to the cash register.  It would also reduce the number of multiple affiliate ads in the serps since Google would most likely deal directly with the merchant to get the best rates.   In addition it could force Adsense publishers to improve the quality of their sites.  If a site has poor content a user is less likely to click a buy now ad instead of them currently clicking the google adwords to escape a poor quality site.

The problem is that this would not address the adwords that do not sell things.  There are companies that use adwords to improve their company’s branding or broadcast their message ie politicians seeking election.  Also Google would have to do a better job policing companies since they would be more closely tied to the purchase.  If someone buys items via Google and is unhappy, it could turn into a pr nightmare.

Regardless of my wild ass guess, the marketplace will continue to evolve.  Banner ads used to be big then came text ads.  What will replace the current text ads and will you be able to evolve with it?