Google AdWords growth. What does it mean to you?

I was reading Brad Fallon's Blog (Creator of Stomping the Search Engines) and noticed he had a post about an article that discusses the future growth of the Google AdWords program. They predict they'll be adding almost 100,000 new subscribers every year until 2008. There are currently about 280,000 advertisers in the program right now.

What does this mean to you? If you are an advertiser, the growing competition means increasing bid prices, which will reduce ROI. It's going to be harder to get the same results you've been getting. Now is the time to fine tune you campaigns, make sure you are doing everything you can to squeeze the most out of your advertising budget. This also means careful and constant tracking of campaigns, so you can really tell whether you are making or losing money.

For publishers, it means more revenue from AdSense. Higher bid prices and more advertiser, mean that you'll mostly likely be earning more per click over the coming years. This assumes that, Google doesn't change the revenue share percentages over the years. The increase in ads also means better targeting, since there is an increased chance of having ads that target your audience.