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Jansen examined more than seven million interactions from hundreds of thousands of users to analyze the click-through patterns on both sponsored and non-sponsored links. Specifically studying the rate of clicks where the sponsored and non-sponsored ads are presented together, Jansen was investigating what effect this had on consumer behavior. "I was expecting that an integrated list of sponsored and non-sponsored ads would have a higher click through on the sponsored ads," Jansen said. When the click-through rate turned out to be only 15 percent, Jansen was astounded.

for more than 35 percent of queries, there were no clicks on any result.

Web searchers are smart," Jansen said. "They have a good idea what Web ads are and how to distinguish them from other links."