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Myths naturally permeate all walks of life and CPC is no exception. There are numerous widely held yet false beliefs regarding CPC that this research debunks. This Nielsen and Criteo research was made possible after tracking and analyzing all the clicks generated by Criteo during 6 weeks, in the US, UK, Germany and France. It reinforces how valuable clicks produced by personalized display and machine learning are in the path to purchase.

In this infographic, we first focused on 5 of the main myths on CPC that we really think should now belong to the past:<

  • Clickers are not your targets
  • Post-click conversion rates are low
  • Performance Display brings no incremental value
  • Mobile clicks are just accidental screen taps
  • Clicks are a legacy metric and aren’t a reliable indicator of performance

The Nielsen and Criteo data clearly debunks each of those beliefs, and delivers precious insights on benefits that remain undervalued. Going further, it is worth mentioning a few other precious indications on the click and on who clickers are.

Clickers are typically age 35-65+

 While major marketing research long assumed that “the demographics of clickers (was) skewed towards younger users”, in fact, according to Nielsen, performance display clickers are typically age 35-65+:

 us-clickers-are-typically-35-65-criteo-blog

The gender balance is relevant for each vertical

Clickers were presumed to be bots or just curious people, but the data shows that when it comes to intent driven performance marketing, unsurprisingly, the gender balance of clickers is similar to the main targets of each vertical:

gender-balance-by-vertical-in-the-us-criteo-blog

The longer the purchase cycle, the more clicks by clickers

Ultimately, as the click proves to be in the path to purchase, it is no surprise that the industries with the longer purchase cycles are also those who generate the most clicks by clickers:

the-longer-the-purchase-cycle-the-more-clicks-criteo-blog

 To learn more review the full Nielsen and Criteo infographic.

Categories: Performance Marketing