Targeting Usage Demographics to Increase Paid Search Conversions

During conversations with web business professionals about pay-per-click search engines, "traffic volume" is always a hot topic. Over the last year or so, Google Adwords has emerged as the pay-per-click (PPC) search engine most enamored for driving "traffic volume".

Indeed, with Google Adwords providing paid listings for Google Search, the #1 search engine in the world, as well as American Online (e.g. AOL), Ask Jeeves and MySearch.com, the fourth, fifth, and seventh spots, respectively, for the most popular search engines per a 2004 study by Neilson/NetRatings, it deserves strong recognition.

However, successful web marketers understand that "driving traffic volume" is only a means to an end - the "end" being website conversion.

Website conversion is when a visitor takes action (ideally your most wanted action) on your website after clicking through your ad. It is important because it leads to financial results for your web business and generates a return on your advertising spend (ROAS).

Every web business consists of unique characteristics created by their market demographics, psychographics and product/service benefits. A PPC search engine that generates visitors who convert well for one web business may fail miserably for another. Therefore, when developing your PPC strategy consider the search engines' "usage demographics."

Usage demographics are the profiles of Internet users who prefer one search engine over others based on their perceived functionality, content, and search result placement and relevance. By understanding usage demographics for the search engines Google Adwords and Overture supply paid listings to, a web marketer can develop a relevant message and target an ad placement that most effectively connects and converts their most qualified buyers.

Although Google Adwords and Overture's partner networks consist of thousands of content and search-based websites, the highest percentage of their traffic originates from the five most popular search engines. Among these, Google Adwords supplies paid listings (i.e. Sponsored Results or Listings) to Google Search, Ask Jeeves and American Online (AOL) while Overture supplies Yahoo! and MSN.

Below are the primary search engine usage demographics to consider when developing your PPC strategy:

A. Gender: Male versus Female

A May 2004 study by Hitwise showed that "55% of women prefer MSN Search while a majority of men favor Google Search". Yahoo! Search was split even on gender with a greater focus on people 18-34 in age.

A 2004 MarketingSherpa study indicated that MSN's user profile consisted of time-limited, married females who searched less frequently yet performed greater e-commerce searches. While Google Search was favored by professional males who performed greater news, media, entertainment and education searches with a lesser intent to purchase.

For AOL and Ask Jeeves, AOL is favored by women with less buying intent than MSN Search while Ask Jeeves is preferred by children.

Furthermore, an April 2004 iProspect study uncovered that, "women found paid ads to be more relevant than men did when searching across Google, Yahoo!, MSN and AOL."

These statistics are startling when considering their influence on your PPC strategy since women represent roughly 75% of major household purchases and as stated in a Women.com study, control 80% of all purchasing decisions.

B. 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.

C. 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.

Kevin Gold is a writer, speaker and co-founder of Enhanced Concepts, Inc. Enhanced Concepts specializes in turning website visitors into leads or sales through web conversion strategies and ROI-driven search engine marketing. If you want to increase your leads or sales and get, a free copy of "Understanding Your Conversion Rate" and "12 Surefire Ways to Increase Your Website Conversion" visit http://www.enhancedconcepts.com.

---

Disguise Your ClickBank Affiliate Links Using Status-bar Faking

Many surfers are savvy enough to identify ClickBank affiliate links,... Read More

What is Pay-Per-Click?

Pay-per-click (PPC) advertising is when an advertiser pays for each... Read More

How to Take Advantage of the New Google Adwords Changes

On Friday, July 15th all Google advertisers got the email... Read More

How to Make Every AdSense Ad on the Google Network Pay You!

Wouldn't it be great if every keyword in Google's entire... Read More

The Perils and Pitfalls of Pay-per-click Advertising

In this age of speed dialing, T1 lines and other... Read More

10 Ways To Indirectly Get To The Top Of Search Engines

There are millions of web sites trying to get listed... Read More

Google AdWords - A Quick Overview for Beginners

First of all, you know as well that Google is... Read More

Pay Per Click: Whats It All About?

No doubt you've heard the phrase "pay per click" before.... Read More

Pay Per Performance Web Traffic

Why should you pay to get web site traffic, isn't... Read More

How Does Pay Per Click Marketing Work?

So how do people find my website? This is by... Read More

Team Up With Your Competitors

Pay per click search engines are a great way to... Read More

Understanding Google AdSense

Google AdSense allows webmasters to dynamically serve... Read More

Is Click Fraud Really a Problem?

Click fraud is currently a major topic in online advertising.... Read More

Work Your Google AdSense to the Bone!

You got your website, you got your AdSense account, you... Read More

Pay Per Click Advertising Can Be Very Risky Business

Click fraud is an unfortunate byproduct of the pay per... Read More

Advertising Click Fraud Rampant Online?

"Pay-per-click," by far the most popular form of online advertising,... Read More

Using Google AdWords to Increase your Adsense Profits

I had been using Google's Adsense program to generate some... Read More

Considerations For A Pay-Per-Click Ad Campaign

Submitting your website to the Search Engines today may seem... Read More

Earning from PPC Search Engine Affiliate Programs

What are PPC Search Engines?PPC Search Engines are search engines... Read More

Is Pay Per Click your Best Marketing Bet?

You may already have heard of this method to get... Read More

Google Adwords Guide II - Why Use Negative Keywords

When you are running a Google AdWords campaign, it is... Read More

Buying Your Way to the Top with Pay Per Click Advertising

Imagine if you could advertise ONLY to people who have... Read More

The Cost Of Click Fraud

One of the biggest threats to the continued growth of... Read More

Plan Your Way to Pay-Per-Click Campaign Success!

Have you heard the saying, "planning is everything?" Perhaps there... Read More

AdWords Campaign Set Up AdvancedTips

Make Your Ads DifferentYour completed AdWords ads are going to... Read More

7 Secrets for Pay-Per-Click Success

"Pay-for-Performance" or "Pay-per-Click" Internet advertising is making big waves lately,... Read More

How To Use PopUps With Google Adwords

One of the common issues that marketers face when using... Read More

How to Use Pay Per Click Advertising to Increase Web Site Traffic

Have you ever imagined what it would be like to... Read More

Pay-Per-Click Search Advertising Comes First

There are a variety of advertising options available to online... Read More

Pay-Per-Click Fraud Exposed--Part II

According to Andy Jones, a member of the Best Practices... Read More

Success with Adwords

Google's Adwords service has brought success to many businesses by... Read More

How To Increase Adsense Income

If you are already running Adsense on your site, you... Read More

5 Tips to Pay-Per-Clicking

Hi, my name is Darryl Power and I have been... Read More