Clickers Are More Likely to Click
MARLBOROUGH, 11/25/2009 â€“ People who search by clicking the button on Googleâ€™s homepage are fifty percent more likely to go on to click an ad than people who search by any other Google means, according to online ad network Chitika. Â The study, which looked at just over 11 million impressions, shines a light on the possibility and importance of being able to predict web usersâ€™ activity.
When comparing the different types of traffic that come through their advertising network, the researchers at Chitika compared the different types of Google traffic â€“ people who click on the â€œGoogle Searchâ€ button, people who search by hitting the enter key, people who search from browser toolbars, etc. Â While the overall clickthrough rate for the entire Google-searching sample was 0.95%, the people who searched by clicking on the search button at Google.com clicked ads at a 1.56% rate, over half again higher.
|All Google Searches||10,307,849||97,440||0.95%|
|Google Button Clicks||767,209||11,934||1.56%|
But the question becomes, why such a high disparity? Â Why are people who type in their query and hit enter so much less likely to click on an ad than someone who performs a search differently through the same website?
â€œSophistication is my guess,â€ says Rand Fishkin, SEO guru and CEO of SEOMoz.org. Â â€Hitting enter means youâ€™re not moving your hands away from the keyboard and likely indicates a more tech-savvy (and hence, click-sensitive) individual.â€
So it appears that advertising click rates are inversely proportional to the â€œtech-savvinessâ€ of the people receiving the ads. Â By defining a userâ€™s tech-savviness, itâ€™s possible that ad networks going forward will be able to target better and better, driving revenue for websites while showing less ads.
Chitika, Inc., is a search-based online advertising network, leading the way in intent-based advertising and search engine insights. Â Chitika provides publishers with an innovative way to monetize search engine traffic, and advertisers a new way of generating leads with clear consumer intent. Â Wint over 60,000 sites and 2 billion monthly impressions, the Chitika network is the pulse of the online world. Â Through research and targeting, Chitika continually evolves its image as â€œthe ad network that knows when not to show ads.â€ Â For more information, visit http://chitika.com