I click them when they have a real "pull" - an implication that I'm really going to get something (be it information or a product) that's simply irresistable but I'd have to say it's rare an advertiser comes up with something that I find tempting. Too much time spent online and a certain cynicism starts to creep in doesn't it?

My kids, my wife, my parents are all absolute ad clicking nightmares. None of them are able to differentiate between an organic result and a paid for ad. I had a customer call the other day and when I asked where he'd found us, he said we were No1 on Google. I seriously doubted that and went to have a looksie - sure enough, Adwords had us on the page. The customer didn't know the difference - he congratulated me on getting my site to the top of Google.

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Andy Fletcher, not the famous one.