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Title of Journal: Mark Lett

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Abbravation: Marketing Letters

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Springer US

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10.1002/9780470463772.ins

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1573-059X

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Search engine advertisements The impact of advert

Authors: Hans Haans Néomie Raassens Roel van Hout
Publish Date: 2013/02/20
Volume: 24, Issue: 2, Pages: 151-163
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Abstract

Search engine advertising has emerged as the predominant form of advertising on the Internet Despite its increasing importance academic research on this topic is scarce Several authors have called for more research on how the content of the ad influences its evaluation This exploratory study builds on this call for more research and examines the impact of evidence type on clickthrough and conversion rates in a search engine advertising setting We find that clickthrough rates are higher for advertisements involving expert evidence and statistical evidence than for advertisements involving causal evidence On the contrary we find that causal evidence results in higher conversion rates than other types of evidence These findings help marketers to finetune their advertising in search engines In particular if their aim is to attract people to the website expert evidence and statistical evidence should be used while causal evidence works best if the main objective is to generate conversions

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  2. Transaction costs, opportunism, and governance: Contextual considerations and future research opportunities
  3. Measuring long-run marketing effects and their implications for long-run marketing decisions
  4. Targeting Miss Daisy: Using age and gender to target unethical sales tactics
  5. Managing sub-branding affect transfer: the role of consideration set size and brand loyalty
  6. The relationship between in-store marketing and observed sales for organic versus fair trade products
  7. The timing and context of consumer decisions
  8. Integrated mixed logit and latent variable models
  9. The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements
  10. It’s all relative: how customer-perceived competitive advantage influences referral intentions
  11. It’s all relative: how customer-perceived competitive advantage influences referral intentions
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