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Users dwell when they mouse over an ad, or interact with a rich media placement such as a video.
According to a recent article from eMarketer [see: Boosting Conversion with More Engaging Ads) Users who ‘dwell’ convert.
The article states that high dwell rates correlated with high engagement, brand-related searches and ultimately conversions. It went onto say that an increase in dwell rate from 5% to 15% translated to an increase in conversion from 0.4% to 0.6%, up 45%.
This makes interesting reading and highlights the importance of ad placement, for example ads on pages with good editorial content tend to engage users and deliver better dwell metrics.
Samantha Noble is well known within in the search industry, she even won the UK Search Personality 2016 at the UK Search Awards in November. This year, she continues to make an impact on the industry by judging not only one, but three, prestigious industry awards.