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Users pretty much ignore search ads, a new eye-tracking study says. So-called organic search results were viewed 100 percent of the time, and study participants—the study was conducted by user experience research firm User Centric —spent an average of 14.7 and 10.7 seconds looking at them on Google and Bing, respectively. (For tips on search engine optimization, click here .) But just over one-quarter of participants (28 percent) looked at right-side ads on Google, and just 21 percent did on Microsoft's Bing

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