..heavy clickers are:
- More representative of lower income households than the average user.
- Less educated than the average user (or from less-educated environments in the case of minors).
- More likely to live outside of the major metro regions.
- More likely to be using SNSs to meet new people than the average user (who is more likely to be using SNSs to maintain connections).
This is also interesting:
Wealthier users are more likely to spend money online, but they are less likely to click on ads. Poorer users are more likely to click on ads, but not likely to spend money online except in a few verticals. Wouldn’t this then mean that Google is more likely to get the eyeballs of those likely to spend money, but statistically less likely to make money off of their clicks?
That means that businesses can actually benefit greatly from using e.g. Google AdWords to advertise their business by using it for branding and not trying to get more direct clicks to their website. If the data the article is referring to is correct then the people that can afford the products might glance over the AdSense banner and while they might not click they might notice the URL or the brand name (product name or company name) and visit the website later on (or Google the brand name) without it costing the advertiser anything. Something to think about for your AdWords strategy…
This is also something affiliate marketers that are you using AdWords have to think about – I’ve seen a lot of affiliates using the product’s URL as the display URL. This is probably not the best strategy if people see the URL but don’t click your ad (with your affiliate link) but just visit the URL directly later on. That’s why you should get a custom domain name for all the most important products you’re promoting as an affiliate.