As David Berkowitz mentioned a few columns back, comScore CEO Gian Fulgoni pondered the implications of the fact that 95% of Google's search advertising inventory never gets clicked. All those millions and millions of impressions get thrown out there, just to fade away as a non event as soon as one leaves the results page. Our own research, which Fulgoni refered to, shows that presence at the top of the page does have an impact on brand awareness and propensity to buy. So, logically, even if a link is not clicked, there must be value there. Fulgoni wondered if perhaps Google was leaving significant amounts of money on the table with their cost per click model.