> I'm assuming that users going into the sponsored results (Ad) area has something to do with them not getting what they are looking for in the organic results

> I'm assuming that users going into the sponsored results (Ad) area has something to do with them not getting what they are looking for in the organic results area. I was thinking about this some more - There is a further assumption in the above... That the users who click ads can distinguish between organic and sponsored results (or even if they care to). Then, I remembered some time ago another study was done were it showed that the majority of ad clickers were the same 10% of the user base (give or take a few %). Or at least the same type of person (uninformed, bored, delusional, etc). This of course would mean that changes to relevant search results will have no impact on the majority of Ad clicks. They'll click anyways. http://www.zephoria.org/thoughts/archives/2007/12/03/who_clicks_on_a.html http://www.zephoria.org/thoughts/archives/2007/12/03/who_cli... http://www.comscore.com/Insights/Press_Releases/2009/10/comScore_and_Starcom_USA_Release_Updated_Natural_Born_Clickers_Study_Showing_50_Percent_Drop_in_Number_of_U.S._Internet_Users_Who_Click_on_Display_Ads http://www.comscore.com/Insights/Press_Releases/2009/10/comS...