A study conducted by Starcom USA, Tacoda, and comScore suggests only 6% of the online population are responsible for 50% of the clicks on display (image) ads. What’s more, the typical profile of such a “Natural Born Clicker”, 25-44 years old and with an income of under $40,000, do not have the spending power of the average Internet user, much less in proportion to their click activity. They also tend to visit auction, gambling and career services sites more than the average Web surfer.

So a click is not necessarily a click. PPC advertisers need to calculate a campaign’s backend conversion (the rate at which leads convert to a sale) in order to complete the picture of campaign ROI. This study doesn’t call into question the value of PPC advertising as much as it reminds advertisers that determining the success of an online PPC campaign requires looking beyond just one step in the customer conversion process.

This entry was posted on Wednesday, February 13th, 2008 at 3:27 pm and is filed under Online Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.