Adwords Question: Value of non-converting clicks

[DireWolf]

I am interested in quantifying the value of non-converting clicks. What are your thoughts? Some people pertain to the thought that they should be not be quantified given their value is so small, while others feel these clicks have value in branding/site recognition.

Further, if you think non-converting clicks hold enough value to consider trying to quantify, what would some managable approaches to this be?

There are some unmanagable approaches i have come up with, but nothing quick and easy enough to consider doing. any thoughts?

[Tupacia]

Depends - if you get a clickthrough and the user signs up for your mailing list but doesn't buy the product, then you just take the conversion rate of people on your list who eventually purchase your product.

If however they don't purchase your product and you don't capture their info, the value of that click is for all practical purposes zero.

[BradleyT]

Set a long term cookie when they visit. Many visitors will come back days later either via bookmark, direct type in or searching your domain into google after having first visited your site via adwords.