Consider this also: According to ComScore Chairman Gian Fulgoni, Google has
made its billions from just five percent of its ads being clicked. Not to insult
your math ability, but that's 95 percent of Google ads that are not clicked.
Though clicks are monetized based on direct action, Fulgoni says only 16 percent
of ads have direct online effects; 21 percent have latent online effects, and 63
percent have latent offline effects. "

[S]o 84% of the value isn’t being monetized by search engines," Search
Insider's David Berkowitz summarizes in his " Dreaming of a Super Model" report. The value in that 84
percent is in less tangible branding value. Enquiro attributes a 16
percent brand lift when the brand made an appearance in the top organic result
and the top sponsored result. Fulgoni used these numbers to suggest Google could
maximize profit by adding a layer of cost to search advertising in the form of
cost per impression.

Labels: online branding