How Many Clicks to Get a Consumer Purchase?

Remember the old ad "How many licks to get to the center of the Tootsie Roll pop?" Well "How many clicks to get the consumer to purchase on your website?" Is bidding on #1 Sponsored Search positioning neccessary, as a Sponsored Search Marketing professional I would say no, and especially after reading this report - Search Before the Purchase - you may agree. We use the search engine to research and not just jump to conclusionts, that's why it is important to make sure your website is effective.