Online Click Study and Implications for Marketers

The unclicking 84%
http://sethgodin.typepad.com/seths_blog/2009/11/the-unclicking-84.html

Implications for AdWords campaigns: Only a small percentage of viewers are even the kind of people that click! So, if you need awareness, write some of your ads for that objective & run them using Google’s CPM/content network. If you’re defining a new category (always recommended), your CPC campaign is going to be very weak at first anyway.