Google may be retiring the "I'm Feeling Lucky" button, in addition to other changes. Image: Flickr / Esparta / CC-BY

In the world of search and search advertising, Google’s smallest changes can have a big impact. Rumors fly fast and furious regarding Google’s changes, some verified, others not. Yet every change can significantly impact how the search world turns.

Behavioral targeting

After over two years of beta testing, Google has rolled out behavioral advertising targeting to all users. AdWords now features the ability to target potential customers on the basis of browsing activity and history. Users are allowed to view and edit the categories associated with their search history. The pricing for this targeted advertising will use the same auction model as traditional AdWords.

Click counts on AdWords

In limited testing, a few customers are noticing that Google has started displaying click counts on AdWords ads. These click counts are likely to create the feedback loop that is well-known is social networks. The more clicks an ad gets, the more clicks it displays and the more clicks it is likely to continue to receive.

I’m Feeling Lucky button may disappear

The famously clean-cut Google homepage is being re-designed in a few user tests. The “I’m Feeling Lucky” button that automatically sends users to the first search result for their query is being removed, and the Google logo on search result pages is getting a light gray background. The removal of the “I’m Feeling Lucky” button seems to be a natural extension of the instant search, which displays results as queries are typed.

Geotargeting to get less exact

Google AdWords geotargeting has long had an option of drawing a polygon around a particular area on the map in order to target ads. Soon, the geotargeting feature will instead operate on the basis of a radius from a particular point on the map. Several smaller targeting options are also being removed from the service’s functionality. These changes will go live in the next few weeks, and existing polygons will be converted to radius areas at the end of the year. This comes at the same time that Google has rolled out more granular ad targeting for 17 different countries.