All of the clicks for all the ads online come from only 16% of the
surfers, and most of them come from just 4% of all internet users.
So, if you optimize your ads for clicks, it means you're ignoring a
If your business is built around the kind of person who clicks, you
win. If it isn't, you either need to not buy ads online or buy ads
optimized for attention and familiarity, not clicks.