Is The Pareto Rule An Understatement in SEM?
I've often wondered whether or not a very small percentage of searchers generates a disproportionally large % of search engine revenues. This belief is based on the observation that, of most people I know, there are two types: those who rarely/never click on paid ads, and those who *always* do, using paid ads almost as their primary means of search-based navigation.
Does anyone care to comment or share data anecdotes on this topic? The only data I'm aware of on this topic was put out by Comscore in 2009 and in which they categorize searchers as light, moderate & heavy, with heavy searchers (20%) accounting for 80% of searches. I'll bet, though, that that was a generalization and not a specific fact.
If you have data or meaningful anecdotes on this topic, I'd love to hear from you and suspect Searchquant readers would too. More accurate data on this subject would, I think, have a material impact on SEM strategy.