Digg Traffic vs Google Traffic – An AdSense Click Through Rates Analysis
Last modified on 6th July, 2007
When it comes to ads clicking, the general consensus I find among site owners who got dugg before was Digg users are lousy ad clickers.
It’s kind of obvious when you think that Digg users arrive at your site because they are looking for something specific. They tend to be very focused in their quest for information and they are there for one and one reason only and that is instant gratification.
If they haven’t installed ad blocker already, they are probably blind to ads since they are used to seeing them all over the place. The main demographic profile of the classic Digg user is perhaps college going Internet power user.
This is the main reason why Digg traffic usually translates to low click through rates.
Things got a little interesting for me recently when one of my other blogs got dugg for the first time. Instead of just accepting the theory, I got an opportunity to put numbers into it.
My aim is to find the AdSense CTRs for Digg traffic vs. Google traffic from organic search and segmented the Digg traffic further to identify who’s among those Digg users that actually click on AdSense ads.
- The data were collected over a 31 day period from May 7th 2007 until Jun 6th 2007 using Google Analytics.
- My blog got into Digg’s front page on Jun 4th and this has brought in 42,856 unique visitors over the course of three days.
- I received 3,308 unique visitors from Google within the same 31 days period. All traffic sources sent a total of 62,612 visits.
AdSense CTRs for Digg Traffic vs. Google Traffic
- 7.50% of the 3,308 visitors sent by Google clicked on my AdSense ads. Keep in mind that this number may be slightly different from that reported by AdSense itself.
- In contrast, only 0.94% of Digg traffic has clicked on my AdSense ads.
- Google traffic is about eight times more likely to click on AdSense ads than Digg traffic.
Digg Traffic Segmentation – Who’s clicking My Ads?
Obviously there are portions of the Digg traffic that click on AdSense ads. Here, I’ll identify them according to several segmentation options. From this, we will be able to build up the Digg user’s profile that’s most likely to click on AdSense ads.
- Over ¾ of Digg users use Firefox, that’s a whooping 75.99% to be exact. No doubt, many of these users are using an ad blocker plugin. How many? I don’t know.
- The best converting users are those using Camino, followed my Mozilla Compatible Agent, then Firefox.
By Operating System
- 72.03% of the Digg users use Windows Operating System followed by Macintosh based (22.77%) and 4.95% use Linux.
- Surprisingly, or not – depending which side you are on – Digg users that use Mac are the best ad clickers. Actually, Google Analytics was unable to identify the OS of the best ad clickers, so the second best falls to Mac OS users.
By Visitors Type
- The Digg traffic can be divided into two visitor types which are Returning Visitors and New Visitors.
- Interestingly, a returning visitor is about three times more likely to click on AdSense ads (2.50%) than a new visitor (0.91%). One reason I can think of is that returning visitors are not in the specific information searching mode. They are ready to explore the rest of the site and are more receptive to ads.
- While English speakers made up the majority of the Digg users, they are by far not the best AdSense clickers.
- The best AdSense clickers I found are those that speak Spanish Argentineans (es-ar), followed by Portuguese Brazil (pt-br) and then Swedish Sweden (sv-se). Of course, this may varies from one site to another.
- Majority of Digg users come from the Americas (80.20%) followed by Europe (10.40%) and then Oceania (4.95%)
- The best ad clickers are not identifiable by Google Analytics. The second best group comes from Asia followed by the Americas .
By Sub Continent Region
- Digg users from Central America click AdSense the most, followed by users from Caribbean and Southern Asia .
- Digg users from developed countries are less likely to click on AdSense ads. As shown below, most ad clickers come from the developing countries.
- The top ten countries where the majority of Digg users come from are shown below
While I don’t claim this analysis to be entirely accurate; it’s still interesting to unearth some trends that we may have never thought of before. The result is only as good as the data being fed into Google Analytics.
As more Digg users become sophisticated we can expect the click through rates generated by Digg traffic plummet in the future. So if your business depends on gaming Digg, it won’t work for long.
Please leave your thoughts and questions in the comment section below.