Spending money on Google AdWords, you sometimes wonder if the biggest influencer’s of ad click are the placement, the creatives, the brand name, the relevance etc., I would like to add a different dimension – the eye movement of the viewer. My previous web trawling exercises for any research that throws light on what parts a viewer concentrates on when looking at a search results page, returned nothing.
So, I was pleasantly surprised today, to find this (Courtesy:PR web)…
“The key location on Google for visibility as determined by the eye activity in the study is a triangle that extends from the top of the results over to the top of the first result, then down to a point on the left side at the bottom of the “above the fold” visible results. This key area was looked at by 100 percent of the participants. In the study, this was referred to as the “Golden Triangle”. Generally, this area includes top sponsored, top organic results and Google’s alternative results, including shopping, news or local suggestions”
Hmm… Now, if I were Google, I would be having a model that charges on a CPM basis for the top sponsored results (“being seen by 80 to 100% of participants”) and a CTR basis for the others.
