Driving tons of traffic and making sure it converts into clicks are what metrics marketers and Web publishers consider when it comes to generating revenue. Numbers out from Chitika shed some light on the subject.
As it become increasingly difficult to determine the worth of consumers, marketers must trust the numbers generated by analysis to more efficiently budget and drive campaigns. Looking at a sample of nearly 70 million impressions across the Chitika ad network, the company found that compared with Facebook, Google does a "much better job" at driving traffic and making sure it converts. Also, Google sends about 89 times the raw traffic, and to Chitika, it becomes obvious that a Web publisher's No. 1 most important goal should become maximizing traffic from search.
All marketers want to maximize traffic from search. Those that land on a Web site from a search engine arrive with the intent to find information or buy a specific service, product or information before moving on. The findings suggest that social-media traffic, especially Facebook, reflects the intent of the searcher's friends, which doesn't translate well to the traffic's desire to convert. Don't forgo a Facebook presence, although numbers imply that most activity on Facebook stays on Facebook; traffic doesn't convert to the same intent as Google. Search becomes much more focused. No marketers would argue that contextual is more efficient than search. Still, aimClear founder Marty Weintraub argues that Facebook's content network traffic converts much better, compared with Google's content network. "If the Google content network worked great it would look more like Facebook's," he says. "Facebook kicks Google's Display Network's Ass, in terms of the targeting focus, impression volume and, at least for us, conversions."
