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Different Engines, Different Demographic For Clicks

By Jamie Holt | July 8, 2008 .

I recently mentioned in the last post about the difference in conversions between Google P.P.C. and MSN P.P.C.

Now I know this may sound insane, but I really have seen a trend between markets when I split test across the two different engines…I’d love to say this is something I have tested intensively enough to make an informed decision about which niche’s would work best on which particular engine, but it just really is sporadic between niche’s.

What isn’t sporadic though is the cold, hard fact that when testing a variety of niche’s at the same time between the two engine’s.. there is a definite difference in not only clickthrough ratio, but conversion ratio and the resulting ROI in the outcome.

It has been said that this comes down to the demographic of the people using MSN being different to the wide variety of demographics using Google. Knowing that a new computer user will automatically have MSN as their internet explorer homepage could tell us something about this.

What type of people go to the effort of changing their default homepage with a new computer?… I know I do, and many others do.. but do those people with less internet involvement ever bother to change?..

Hence the set change in results between the two.

I’m talking here about a real big difference.. for example:

Campaign A totally flops on MSN and explodes on Google PPC..

Yet Campaign B has very few conversion on Google but explodes on MSN PPC..

Hmmmm… more testing methinks..

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2 Comments so far
  1. Terry July 9, 2008 5:07 am

    Jamie,

    What do you think is the biggest difference between the demographics that you have seen so far with Google and MSN? I would imagine based on what you said in the post, MSN users might be less tech savvy than Google users. If that is the case, I could see a whole array of product lines that might not even reach into the marketplace for MSN users. Could this be the scenario, or am I off on this one?

    Would you completely restructure your campaigns between the two engines during the middle of a campaign if you saw one was flopping and one was exploding? Or would you even bother to change them?

    Hope I didn’t ask too many questions at once. Your post spawned a lot of thoughts.
    -Terry

  2. Jamie Holt July 9, 2008 9:41 am

    Hey Terry

    For sure I would change a campaign between engines if I saw it beginning to flop, or even drop it completely.. fail fast is what I say…

    It does appear that the demographic between the two does indicate that MSN users are

    a) Less tech savvy

    and

    b) Much more feminine product niche’s - handbags, household products to name a couple..that’s not a judgement from me, it’s just what I have experienced so far in my testing

    Lots of thoughts for sure, and something I will update on as I have a wider range of results..