Digg Traffic v/s Google Traffic - A Chitika Analysis Report
April 9th, 2007
One of the observations raised at Elite Retreat San Francisco was: Digg Users are lousy ad clickers. So I decided to put this theory to the test using data from the billion+ ads served by Chitika over a 31 day period.
For the impatient, here is the take-away message:
Digg Traffic is more than 3 times Less Likely to Click on an Ad than Google Traffic
Background:
There’s been a lot of discussion about the value of Digg traffic (Problogger, Neil Patel, etc). This analysis aims to use the data culled from the Chitika logs over a 31 day period to put an actual number to this theory. Since pretty much everyone receives Google traffic, this analysis uses Google as a base to compare against.
The Actual Analysis (for the stats folk):
- I started off with the entire log data over a 31 day period from Feb 26th 2007 - March 28th 2007. This comprised over a billion ad impressions and millions of clicks.
- I then filtered down the data set to only publishers using the Chitika | RPU product line. Since the RPU is always placed in the exact same position on all publisher sites (i.e. the bottom of the blog post), this had the nice side effect of eliminating any positioning effects (as in: You should never compare an ad unit placed at the top of the page to one at the bottom).
- I then filtered down the data set to only those publishers who get Dugg. This way, any publisher who gets a ton of traffic from Google but never gets Dugg does not skew the results.
- Lastly, I calculated the impressions and clicks on the ads for traffic from both Digg and Google and calculated the click through rate (CTR)
Results:
- Over the 31 days, the google traffic resulted in a CTR of 0.97% on the RPU ads — compared to 0.30% for the Digg traffic.
- Digg traffic is more than 3 times less likely to click on an Ad than Google traffic.
- Publishers who talk about Diggable topics like Apple, Games, Linux, etc seemed to get Dugg a lot. This indirectly confirms the demographic profile of the classic Digg user (think college-going Internet power user).
Dealing with Digg Traffic:
So what do you do with the Digg traffic ? Is it worth your time to get your post Dugg ? Here are some experts who have delved on this topic:
- How to get the most out of digg traffic - Neil Patel
- How to Build a ‘Digg Culture’ on your Blog - Problogger.net
- How To Monetize DIGG Traffic Immediately - TechSoapBox (via BlogHerald)
Questions ? Thoughts ? Comment below ..
Posted by Alden DoRosario (alden [at] chitika [dot] com)
86 Responses to “Digg Traffic v/s Google Traffic - A Chitika Analysis Report”
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April 9th, 2007 at 4:55 pm
[…] You can read the full study here var bz_url=’http%3A%2F%2Fwww.shoemoney.com%2F2007%2F04%2F09%2Fchitika-reveals-digg-traffic-ctr%2F’; var bz_num_comments=0; var bz_comment_date=”; […]
April 9th, 2007 at 5:28 pm
Nice confirmation of the Elite Retreat comments. One question- is the Google traffic organic, paid, or both? I can see that having an influence on the CTR.
April 9th, 2007 at 6:12 pm
I did not differentiate between organic or paid Google traffic in this analysis.
But to confirm if this could skew results, I just did a quick test: I checked to see if the googlesyndication.com (the Adsense component) was a big part of the Google traffic and it was not. Less than 2% of the google traffic came from googlesyndication.com.
April 9th, 2007 at 8:40 pm
[…] There’s a new post over on Chikita’s blog regarding the value of Digg traffic. They say that digg traffic is three times less likely to click on an ad than traffic that originated from Google. To me, this seems like common sense. […]
April 9th, 2007 at 9:05 pm
These stats are very very true. HOWEVER!, don’t we try to create articles that do well in Digg so that they get linked to?
April 9th, 2007 at 9:10 pm
Court,
Thats true. If you get Dugg, the positives are more to do with backlinks, recognition, increase in feed subscriptions etc. Neil Patel has a lot of stuff over at pronetadvertising.com on the good effects of getting Dugg (there is a link at the end of the post to one of his good articles).
April 9th, 2007 at 9:15 pm
[…] Chitika is holding their own "Blog Bash" which has 30 Experts Blogging over 30 Days. Today’s blog was on Digg traffic vs. Google traffic. Everyone loves getting the massive flow of traffic once they are listed on the main page of Digg.com, but you usually hear how it was a ton of traffic without the usual revenue or sales. Not only does this make sense, but it also proves true from the study done in the Chitika Analysis report. In short, with over a billion page views recorded, Digg traffic is more than three times less likely to click on an advertisement than Google traffic. Personally, I feel this makes perfect sense. I would think Digg users are more web savvy and can recognize an advertisement (contextual bases/adsense/ypn), over a regular less web savvy Google user. Read over the report, its a good read. […]
April 9th, 2007 at 9:41 pm
maybe also because most of diggers are tech people who use Firefox which has an Adblock plugins, so they are more probably downloading such plugins compared to average consumers.
April 9th, 2007 at 9:47 pm
3 times less likely? That is WAY off in my opinion. Out of 15,000 visitors from digg last month, to a specific page, I saw 141 clicks (.009%). Google readers click about 1-2% of the time.
April 9th, 2007 at 9:47 pm
More eyeballs gets more attention, and more attention means more referrals. Just getting your idea, site or service out there is worth it. So what if they’re lousy clickers? If you have a good site, they might send more suckers your way.
April 9th, 2007 at 9:55 pm
Good test. We have found this to be true on DigitalTrends.com as well. When Google news sends us traffic, the ad click-throughs flourish, but when Digg sends traffic, they take a huge dip.
Another thing we have found is that Digg users spend less time on the site than visitors coming from Google News. They also only go 1-3 pages deep compared to 3-6 pages from Google.
April 9th, 2007 at 10:04 pm
Yeah, DIGG traffic is all about “hey, I’m bored and want to read something”
Google traffic is all about ” I’m looking for this ”
Would it not make sense for 3x as many google referred people to click on an ad relating to what they were looking for?
April 9th, 2007 at 10:14 pm
Digg is for SEO ranking.
April 9th, 2007 at 10:19 pm
Branden said> 3 times less likely? That is WAY off in my opinion.
Branden, this analysis was done across a large cross-section of publishers. As you can imagine, there were some publishers who’s Digg traffic was much much more less likely than 3. One trend I did see was: Publishers like gaming, linux etc (the type of things that the Digg audience likes) got a better CTR.
April 9th, 2007 at 10:23 pm
flash_dev said> Digg is for SEO ranking.
Good point. Getting backlinks on getting Dugg is good for SEO.
However, there are also other intangibles of getting Dugg. Things like:
- Increases in subscriptions to your RSS feed.
- Getting noticed by mainstream media (cause they watch the front page of digg).
And if you are a sysadmin geek: Getting to know if your website can handle 5000 requests/second.
April 9th, 2007 at 10:24 pm
[…] I was just reading the Chitika blog after finding the article linked from Digg. It’s a short article showing that traffic from Digg is much less likely to click adverts than google. The relevant data being Google CTR is 0.97% vs Digg at 0.30% which although an interesting number it should shock anyone. Google has spent years working on targeted advertising plus via adsense/adwords this has allowed advertisers to target adverts via keywords. […]
April 9th, 2007 at 10:35 pm
“And if you are a sysadmin geek: Getting to know if your website can handle 5000 requests/second.”
Made possible by multi-server clusters running new technology very easy to do - just like we have done on the chitika servers :)
April 9th, 2007 at 10:45 pm
Talk about stating the obvious - http://blog.assembleron.com/2007/04/09/digg-traffic-vs-google-traffic-or-stating-the-bleedin-obvious/
April 9th, 2007 at 10:56 pm
[…] Any web marketer that utilizes social bookmarking as a way of driving traffic to their site has always wondered about just how many Digg users actually click advertisements when they visit. For the most part, from my experience, Digg users are pretty web-savvy and will click on very few ads when they come and check out your site. After having the question poised to them, Chitika decided to put this theory to the test, and see which converted better over a 30 day period: Digg traffic or generic Google search traffic. […]
April 9th, 2007 at 11:13 pm
[…] Chitika analysed the click through ratio of the google users and digg users over a 31 day period. The results are interesting and shows that the digg users are 3 times less likely to click on ads than google referrals. There’s been a lot of discussion about the value of Digg traffic (Problogger, Neil Patel, etc). This analysis aims to use the data culled from the Chitika logs over a 31 day period to put an actual number to this theory. Since pretty much everyone receives Google traffic, this analysis uses Google as a base to compare against. (read more) […]
April 10th, 2007 at 12:14 am
Alden - it was great to hear from you today! This is a fantastic post - congrats on getting somewhere on Digg yourself with this!
I wrote a post that got onto the front page of Digg within 36 hours of getting home from Elite Retreat. I saw the post was getting hot, so I swapped in an ad that would normally not be of interest to the readers of the post. The post was about VC funding and the ad was for cheap and used laptops and laptop parts (via Jeremy’s AuctionAds).
The click-thorough on the ads was surprisingly high for a Digg - 2%+ - so the key is turning traditional advertising targeting sideways - advertise strictly to the Digg audience will work well - when the Digg traffic dies down, you can swap back in more appropriate ads.
(And yes, I did make a little $ that day!)
Hope to chat with you again soon, Alden!
April 10th, 2007 at 12:26 am
It really doesn’t seem that apalling to me at all. I mean, people searching for something on Google are doing just that, searching for something. Whereas people on Digg are usually just farting around and checking things out.
—
Shredder
April 10th, 2007 at 1:54 am
While I haven’t had massive amounts of traffic from Digg, I certainly haven’t seen a marked increase in revenue from my sites when they had pages that were dugg.
Glad to see it isn’t just me. ;-)
April 10th, 2007 at 2:22 am
Wendy is totally right. Now that you know your Digg audience, the idea is to “turn the targeting sideways” (using Wendy lingo).
If you use advertising that allows you to control the keywords (e.g. AuctionAds, Chitika), you should target to the audience (so: cheap laptops, ringtones, anything Apple, etc)
April 10th, 2007 at 2:37 am
[…] I wouldn’t have really believed that if it was not backed up by some real data analysis that takes into consideration a significant amount of data resulting in a decisive output. I am referring to this post from Chitika Blog Bash that has come up with this finding based on an analysis done on a billion+ ads served over a period of 31 days. […]
April 10th, 2007 at 4:05 am
[…] Chitika did an interesting experiment comparing the effectiveness of traffic coming from a Digg and that of mostly organic Google traffic. The results are what most everyone expected… Google traffic converts over three times as high of a CTR as Digg traffic. I was a little surprised to see that even the Google CTR is under 1% though, I have not run Chitika on any of my sites but that would be lower than any of the CTR’s I get from the ad networks I do use. […]
April 10th, 2007 at 6:24 am
[…] Check out the full post here: Digg Traffic v/s Google Traffic - A Chitika Analysis Report […]
April 10th, 2007 at 7:28 am
[…] Das Blog Werbenetzwerk Chitika hat Logfiles über einen Zeitraum von 31 Tagen analysiert um die während des Elite Retreat in San Francisco geäußerte These, Besucher von Digg würden nur selten auf Werbung klicken, zu untermauern. […]
April 10th, 2007 at 8:27 am
[…] Digg Traffic is more than 3 times Less Likely to Click on an Ad than Google Traffic… this is what you can find in a recent report from Chitika. I don’t want to go through all the methodology applied, because what really matters are the results. “Results: […]
April 10th, 2007 at 8:36 am
[…] Digg traffic is a bit rubbish. Digg vs Google traffic comparison. […]
April 10th, 2007 at 9:28 am
[…] Es gibt eine mehrklassige Klickgesellschaft, das hat Chitika ermittelt. Dabei wurden die Besucher, die über Google kamen mit denen, die über Digg kamen, verglichen. Ziel war es herauszufinden, wie deutlich der Unterscheid im Klickverhalten auf Werbebanner ist. Dabei fiel die Studie deutlich zugunsten der Google-Besucher aus. Die Klickrate lag dreimal höher als bei den Besuchern, die via Digg ihren Weg auf die Seiten fanden. […]
April 10th, 2007 at 9:41 am
But there a difference between a trafic generated by Google and those generated by DIIG. Google is usually the most important
Portail généraliste
April 10th, 2007 at 11:22 am
But digg users know what they want so its easier for them to understand a site and if they’re going to buy something they may buy it off your affiliate links or w/e.
April 10th, 2007 at 2:36 pm
[…] Результаты исследования, проведенного специалистами Chitika, предсказуемы: пользователи пришедшие с Гугла в 3 раза чаще кликаются по рекламе, нежели пользователи, пришедшие с Дигга. […]
April 10th, 2007 at 4:33 pm
[…] Chitika - Digg Google - Google 1%, Digg 0.3% IMHO digg […]
April 10th, 2007 at 7:36 pm
I have experienced myself the low CTR from Digg traffic. In February, my website stood a day on the first page of Digg at gadgets section. It received around 50.000 uniques that day. At that traffic the income in Chitika was around $14. Do the math!
April 10th, 2007 at 8:40 pm
[…] Chitika has published some numbers on ad click thru rates for Digg traffic vs. Google traffic. While they don’t differentiate between organic and paid search traffic from Google, the numbers probably confirm what’s been long suspected. […]
April 11th, 2007 at 1:13 am
Any traffic is good traffic =)
April 11th, 2007 at 4:04 am
[…] According to a study done by Chitika over a 31 day period tracking the Chitika RPU product line Digg Traffic is more than 3 times Less Likely to Click on an Ad than Google Traffic. Read the full article on the study here. […]
April 11th, 2007 at 6:36 am
[…] Chitika’s blog has a great post up about a stat finding hunt they recently went on related to the Digg traffic vs. Google traffic debate. […]
April 11th, 2007 at 11:03 am
[…] Digg Traffic v/s Google Traffic - A Chitika Analysis Report There ’s been a lot of discussion about the value of Digg traffic (Problogger, Neil Patel, etc). This analysis aims to use the data culled from the Chitika logs over a 31 day period to put an actual number to this theory. (tags: Traffic Chitika) […]
April 11th, 2007 at 11:21 am
[…] Wer wünscht es sich nicht, einmal auf der Startseite von Digg.com zu stehen und seinen Server zum abrauchen zu bringen… Doch was bringt eigentlich der quantitative ubertraffic? Die Chitika Jungs haben die CTR von DIGG-Traffic mit Google-Traffic verglichen. CTR im Test-Zusammenhang = prozentualer Anteil von Klicks auf Werbeeinblendungen. […]
April 11th, 2007 at 2:59 pm
Alden, I’m working on a couple posts right now that I hope will get somewhere on Digg - this time I’ll be sure to use Chitika and it will be interesting to see if there is a difference. Since I don’t write a product blog, I’ve not been able to use your service nearly as much as I want to. So using Chitika paired with social media is an exciting way for me to finally dig in! :)
April 11th, 2007 at 5:12 pm
[…] So it eternally grates my nerves when the Chitika blog added a link to the end of their post about monetizing Digg traffic, only linking to BlogHerald, not here. […]
April 11th, 2007 at 7:15 pm
[…] A few hours after ShoeMoney put up his Digg button on my recent article about Digg Traffic v/s Google Traffic - A Chitika Analysis Report, the story made it to the front page of Digg — and as expected resulted in a avalanche of traffic and discussion in various blogs. Now that the dust has settled on that, I thought I’d share some observations. […]
April 12th, 2007 at 5:13 am
[…] My friend Ahmed over at Tech Soapbox ranted recently about how he felt bad with Chitika’s citing a post of mine on the Blog Herald about monetizing DIGG traffic instead of his own site, which was actually the source of my article. I had written a post on how to monetize a DUGG site (basic idea: setup a new website, get it to the frontpage, re-sell). A few sites picked it up, including this post by Blog Herald. […]
April 12th, 2007 at 2:50 pm
I think there are a lot of us - like me - who just ignore ads basically in general… lots more run adblock…
April 12th, 2007 at 2:55 pm
[…] read more | digg story […]
April 12th, 2007 at 5:42 pm
[…] Advertising Apr 12, 2007 at 12:42 pm by Andy Merrett - Recent analysis of 31 days’ worth of Chitika log data by Alden DoRosario showed something that many of us are already aware of: Traffic from Digg translates badly into ad clicks. […]
April 12th, 2007 at 11:39 pm
[…] Assuming that your advertising budget permits for such an expense, is it worth advertising on Digg? Not necessarily. According to an analysis from Chitika, Digg users have a click-through rate of 0.30%, which is one third of the click-through rate of Google (or referral) traffic. Ultimately, you’re better off using Digg (and social media in general) to create a passionate following (which ultimately becomes your customer, etc.) than to try and make a quick buck. […]
April 13th, 2007 at 1:17 am
[…] Well Chitika has run an analysis to actually prove this theory and provide a very nice explanation of their experiment. It seems that traffic from Search Engines like Google have 3 times as high as a CTR as Digg. […]
April 13th, 2007 at 3:26 am
It seems to me the reason is because people who use Digg are more savvy and experienced overall and know how to get the information that they are there to get. The add stuff, however contextual, is not integral to the Digg community. On the contrary, it’s unbidden and without integrity to the discriminate Digg user.
April 14th, 2007 at 12:24 am
[…] Digg Traffic v/s Google Traffic - A Chitika Analysis Report […]
April 16th, 2007 at 10:47 am
One thing you are forgetting is the hundreds of backlinks you get because of a digg which in turn results in more google traffic.
April 16th, 2007 at 4:54 pm
[…] An interesting addition to this debate can be found on Chitika, where Alden DoRosario compares the value of Digg traffic with Google traffic and concludes that Google traffic is three times more like to generate ad revenue than Digg traffic. Alden adds that this may be due to the Digg demographic - ad-aware, techy Internet power-user. […]
April 17th, 2007 at 8:16 am
This statistics more useful for publisher. So they can improve their traffic along the internet revolution made by chitika…..
Http://arrif.blogspot.com
April 17th, 2007 at 8:06 pm
[…] Cifrele de mai sus sunt de pe Adsense. Cam aceeasi soarta au avut-o si reclamele Chitika. Despre aceasta problema a traficului din Digg s-a scris si pe blogul Chitika. Cu toate acestea, traficul din Digg poate ajuta la reclamele CPM. Sunt site-uri foarte mari care primesc trafic enorm din Digg si vand si reclame CPM. Un exemplu foarte bun ar fi Engadget. Asa ca daca sunteti de parere ca va este folositor puteti sa incercati, dar va recomand mai degraba reteaua Stumbleupon. […]
April 19th, 2007 at 7:59 pm
[…] Limited Ad Revenue: Users on social networking sites tend not to promote sites that have many ads and studies have shown that traffic from social networking is much less likely to result in ad clicks than via search engines. […]
April 26th, 2007 at 4:56 pm
Dhiram, I doubt all dugg stories get 100s of backlinks. Some stories I see very little user interaction with at all.
April 27th, 2007 at 10:46 am
[…] Ссылка на исследование. […]
May 14th, 2007 at 6:25 pm
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May 24th, 2007 at 4:24 am
[…] Well Chitika blog has made an interesting article, a test result of both traffic. It’s in my bookmark, so I’m sharing it today. A few excerpts, read the full story here Test Result […]
May 24th, 2007 at 7:48 pm
[…] Mainstream media is using sites like Digg, del.icio.us and Netscape to source content. and ideas for their own articles/news stories (Chitika’s post did just that). […]
May 31st, 2007 at 11:52 pm
http://www.ruifan.net
June 25th, 2007 at 1:18 pm
Very good Article worth Reading thanks !
http://www.crawlingthenet.com
August 29th, 2007 at 9:05 pm
[…] […]
September 2nd, 2007 at 3:59 pm
I’m looking forward to learning more about Chitika and adding it to my website.
October 17th, 2007 at 10:31 am
[…] read more | digg story […]
October 23rd, 2007 at 1:30 pm
I’m surprised Dig did that well. In most of the cases I’ve seen traffic from social networking sites have a very low conversion, far below search engines. Looks like dig might rate among the highest in conversions for that type of site.
Still that being said, it is not uncommon to receive huge bursts of traffic from these sites, so this is still worth pursuing.
November 14th, 2007 at 8:34 am
[…] At the same time, WSJ’s opinion that they will be able to re-earn lost revenue through ads, is a mistaken one when it comes to socially driven sites like Digg. It’s no secret that a large part of the Digg traffic is either banner-blind or disables ads completely using Ad-block. Even the ones that don’t block the ads are one-third as likely to click an ad when compared to organic traffic. […]
January 19th, 2008 at 8:53 pm
[…] Chitika’s blog has a great post up about a stat finding hunt they recently went on related to the Digg traffic vs. Google traffic debate. […]
January 30th, 2008 at 1:00 am
[…] Digg Traffic v/s Google Traffic - A Chitika Analysis Report […]
February 23rd, 2008 at 10:48 am
[…] Assuming that your advertising budget permits for such an expense, is it worth advertising on Digg? Not necessarily. According to an analysis from Chitika, Digg users have a click-through rate of 0.30%, which is one third of the click-through rate of Google (or referral) traffic. Ultimately, you’re better off using Digg (and social media in general) to create a passionate following (which ultimately becomes your customer, etc.) than to try and make a quick buck. […]
March 3rd, 2008 at 3:59 pm
[…] Chitika is holding their own “Blog Bash” which has 30 Experts Blogging over 30 Days. Today’s blog was on Digg traffic vs. Google traffic. Everyone loves getting the massive flow of traffic once they are listed on the main page of Digg.com, but you usually hear how it was a ton of traffic without the usual revenue or sales. Not only does this make sense, but it also proves true from the study done in the Chitika Analysis report. In short, with over a billion page views recorded, Digg traffic is more than three times less likely to click on an advertisement than Google traffic. Personally, I feel this makes perfect sense. I would think Digg users are more web savvy and can recognize an advertisement (contextual bases/adsense/ypn), over a regular less web savvy Google user. Read over the report, its a good read. Author: admin Time: Monday, March 3rd, 2008 at 2:59 pm Category: Affiliate Marketing Comments: You can leave a response, or trackback from your own site. RSS: You can follow any responses to this entry through the RSS 2.0 feed. Navigation: « Make Money with NeverBlueAds […]
March 11th, 2008 at 12:24 am
[…] April 2007-Digg Traffic v/s Google -Chitika releases controversial analysis report.-Chitika kicks off the first annual Blog Bash-Chitika gives away a Nintendo Wii in Blog Bash contest.-Chitika rocks the house at 2nd annual BIMA Career Fair. […]
March 13th, 2008 at 10:40 pm
[…] Well Chitika blog has made an interesting article, a test result of both traffic. It’s in my bookmark, so I’m sharing it today. A few excerpts, read the full story here Test Result […]
March 24th, 2008 at 1:37 am
Yeah, traffic from google is still the best.
April 21st, 2008 at 7:53 pm
I agree, plus alot of diggs are friends just digging each other on the internet.
April 27th, 2008 at 12:00 pm
So True, digg only gets you traffic!!
May 4th, 2008 at 9:37 am
[…] Digg Traffic v/s Google Traffic - A Chitika Analysis Report […]
May 31st, 2008 at 4:38 am
Hi,
that is brilliant information. Right now I’m running a Collaborative Web2.0 traffic experiment. What I hadn’t considered is that yes, you can drive lots of traffic from e.g. Digg, but then end up with worthless traffic.
I would love it if you could contribute over at http://www.hypertraffictoyourwebsite.com/
looking forward to seeing you over there
Veit
PS: the whole project is about collaboration, learning together — we’re only using a dummy-site for the project, and if we make any money using adsense, we’ll give that to charity.
June 9th, 2008 at 11:27 pm
Yes, you can see more about this here:,
June 16th, 2008 at 7:57 pm
So will Digg be a alternative to Google? Now I notice that there are more and more websites like Digg being launched, will web 2.0 sites replace Google?
July 6th, 2008 at 11:59 am
Good information to keep handy. I always kinda thought that Google users were better.
July 8th, 2008 at 9:01 pm
the whole project is about collaboration, learning together — we’re only using a dummy-site for the project,jj
July 9th, 2008 at 4:26 pm
[…] that search engine traffic is more likely to convert to ad clicks than non-search traffic (see our Google/Digg traffic study here), increasing your search engine traffic will give your Premium ads more exposure and, therefore, […]