Demographics

Every Search Engine contains unique characteristics based on its user demographics and psychographics. Thus, a search engine that generates conversions for one business may fail to do so for another. Developing an effective and efficient online marketing strategy requires you to consider each search engine’s usage profile. Usage profiles, which can be broken down by age, gender, income as well as usage frequency and behaviors, are distinct characteristics of internet users that allow you to focus your online marketing. For example Yahoo! primarily reaches users between the ages of 18-34; while MSN’s audience is largely comprised of female users, who are 46% more likely to make an e-commerce purchase; whereas Google’s users frequently enter complex search queries indicating that they are focused on making a purchase.

These characteristics are representative of the user’s perception of the search engine’s functionality, content, placement and relevancy. Understanding each Search Engine’s user profile allows marketers to create an on-point message, develop an effective budget, and implement an ad placement strategy that effectively connects you with your target market and qualified customers.