By Michelle Greer.
As Andy and Alan have both pointed out both here and here, Google squashed the hype behind comScore’s reports of tepid Google click-through rates for Q1 2008. ComScore’s defense? Their report was for domestic click-through rates only. Considering 30-50% of traffic to U.S. based websites is from overseas, this was a lot of fuss over what has become fairly useless data.
comScore tried to assuage the press and investors alike by pointing out that Google’s efforts to reduce accidental clicks would pay off by increasing an ad’s effectiveness and therefore cost-per-click. Efficient Frontier’s figures from their Q1 2008 search engine performance report support this conclusion. According to the report: