11th on 21 interesting Facts About Google: The “I’m feeling lucky” button costs Google US$110 million per year, as it bypasses all ads.
Google’s homepage includes a button labeled “I’m Feeling Lucky”. Prior to a change in 2012, when a user typed in a search and clicked on the button the user would be taken directly to the first search result, bypassing the search engine results page. The idea was that if a user is “feeling lucky”, the search engine would return the perfect match the first time without having to page through the search results. According to a study by Tom Chavez of “Rapt”, this feature cost Google $110 million a year as 1% of all searches use this feature and bypass all advertising