Sure, 99% is probably a bit of an exaggeration, but I do think most people are pretty savvy to the difference. It seems like in this case the advertisers were g

Sure, 99% is probably a bit of an exaggeration, but I do think most people are pretty savvy to the difference. It seems like in this case the advertisers were going after the people who were searching for the URL rather than just typing it in, which in my opinion, is the less savvy percentage of the population. It brings to mind the blog post that took the number 1 spot in search for "facebook login" and caused outrage by people clicking through thinking they were going to log into Facebook, landed on the blog post, then complained that Facebook had changed designs - off the top of my head I don't have a citation for that case. But I do think its safe to say the majority of people know the difference between ads and results.