Google's Gamble

BusinessWeek: "Google supporters warn that the number of clicks doesn't necessarily correlate with the revenue generated from those clicks. The company has been working to improve what it calls the 'quality' of clicks, minimizing the number of clicks that don't lead to revenue for advertisers. The result, at least in theory, is that advertisers may be willing to pay more for each click because the chances that a click will result in a sale will be higher. Clicks may go down. But Google's revenue would go up."