Optimizing for Heavy Clickers? Think First

More traffic is better, right?

And the more clicks on your ads, the better, right/

Not necessarily.

"Outing The Heavy Clickers" shows that you should look at who creates the hot ad traffic, before you optimize for them.

Not to give the whole post away, but the people who click the most ads are the same ones who "tend to open direct mail and love to talk to telemarketers."

If that select minority of Web users is what you want, go ahead and optimize for them. But take a look at who they are first.