Demographic Targeting For PPC Conversions (Contd.)
Author: Kevin Gold
Published: Tuesday, November 09, 2004
Targeting Usage Demographics to Increase Paid Search Conversions
Continued from the previous page, the list of primary search engine usage demographics to consider when developing your PPC strategy are:- Relevancy: Paid versus Organic Listings
Another usage demographic to consider for your PPC strategy is ?perceived relevancy? of paid versus organic listings. Ads perceived as having greater relevancy lead to higher website conversions.
The iProspect study referenced earlier also discovered that ?Internet users are more likely to click on an organic search link on Google, and a paid search result on MSN.? Organic listings on Yahoo! were considered 61% more relevant than paid listings while AOL was split 50/50.
- Age: Young versus Adult versus Seniors
A third usage demographic to review is age. Preferences among the top five search engines are fairly mixed among age groups; Yahoo! is a strong favorite with 18-34 year olds; while MSN and AOL have a stronger preference among the 35-55+ age group. As stated earlier, AskJeeves is favored by teens and adolescents which is growing in their buying power within American households as stated in a recent BusinessWeek research study.
So what does this all mean for your PPC strategy?
First, it is highly recommended to run Google Adwords and Overture campaigns concurrently using keyword-level tracking systems to determine which PPC search engine generates the most cost effective and best converting visitors. Usage data generated from your website is the best market research.
Second, consider your writing style. By understanding the common characteristics of your customers and writing PPC ads best suited to the search engine?s usage demographics, you will increase your probability of connecting with your audience and improving your website conversion. Also make special note that women have a stronger propensity to buy AND a higher 'perceived relevance' for paid listings on MSN Search.
Third, although Google Adwords accesses a larger traffic pool, Overture?s partner network, mainly MSN Search, has the highest perceived relevancy for paid listings and the highest propensity for purchasing. Although counter-intuitive to current conventional thinking, Overture may deliver better ?converting visitors? than Google Adwords.
In closing, a greater focus on the search engines? usage demographics when writing your PPC ads, targeting PPC channels and developing corresponding landing pages will enable your marketing strategy to ultimately achieve stronger financial results for your web business.
|
 |
|
|
|
|
|
|
|
|
|
|
RELATED NEWS
|
 |
OuterBox Grows Q3 Revenue by 83% and Projects Seven-Figure 2017 Growth
OuterBox, a nationwide leader in eCommerce web design and eCommerce SEO services continues growth.
|
|
Tara Chand, CEO of IPG Inc., Writes to President Trump: U.S. Cyber Attacks, Including Equifax and OPM, Happened Due to a Culture of Stupidity-That Also Let 9/11 Happen
LOS ANGELES, Oct. 20, 2017 /PRNewswire/ -- Mr. Chand, a prolific and visionary inventor, developed innovative cyber security...
|
|
Generali Global Assistance Promotes Identity Protection As National Cyber Security Awareness Month Partner
Company presents at National Cyber Security Alliance and Nasdaq Cybersecurity Summit
|
|
KraneShares Expands Its Internet Suite with the Launch of Emerging Markets Consumer Technology ETF (NYSE: KEMQ)
NEW YORK, Oct., 20 2017 /PRNewswire/ -- Krane Funds Advisors, LLC, ("KraneShares") a U.S. asset management firm kno...
|
|
Sonata Enables Retailers Embrace Unified Retailing With Brick & Click, an Integrated Digital Retail Platform
BANGALORE, October 19, 2017 /PRNewswire/ -- Sonata Software today announced unique features of Brick & Click, an integrat...
|
|
Submit News |
View More News
|
|
|
|
|
|
|
|
|
Demographic Targeting For PPC Conversions
