Google AdWords sponsored links are “not very effective” among users under 25 years of age, according to an eye-tracking study conducted by the internet consultancy Gea Internet Project Consulting. “The younger segments of our population are starting to become saturated with advertising and have become immune to it,” says one of the authors of the study. The same often happens with the results that appear next to Google Maps, according to the study.
The study, which analyses the AdWords links bc data singapore of companies in the tourism sector, uses the technique of eye tracking to find out which areas of the Google search results pages most attract users' attention.
Those under 25 years of age “are very clear” that the links on the right-hand side of Google results pages are advertisements and for that reason “do not deserve their attention”. For Montse Peñarroya, CEO of Gea IPC , this finding is important because “certain groups are starting to become immune to traditional marketing communications such as advertising”. Although Peñarroya values that the segmentation of this type of links allows reaching the right audience in a very specific way, “they are still an advertisement that users are able to detect as advertising, which makes them less important”. Central AdWords ads are more effective.