There are three components of how search drives buying: direct online effects (16%), latent online effects (21%), and latent offline effects (63%), so 84% of the value isn’t being monetized by search engines, and marketers aren’t generally measuring it.

·         Enquiro did a study that showed a 16% brand lift when a brand was advertised in the top sponsored and organic results, so even without a click, there was value.

·         ComScore’s data shows that only about 5% of Google’s paid links result in a click; the other 95% of ads are really “unpaid links,” yet they deliver value to advertisers.