New Technology Briefing: Ten golden rules to search advertising

Burns, Kate

doi:10.1057/palgrave.im.4340291

Cited by 4 publications

(3 citation statements)

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“…Anupam et al, 1999), or sponsored search advertising (see e.g. Fain and Pedersen, 2005), is a form of text-based online advertising (Burns, 2005). The way it works is that when a consumer inputs a certain keyword in a search engine, the client's advertisement is often shown at the top or to the side of the page of results, including the keywords, links, and brief descriptions purchased by the advertising client.…”

Section: Literature Reviewmentioning

confidence: 99%

An empirical investigation of online users' keyword ads search behaviours

Lin

2011

Online Information Review

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Purpose -This paper intends to examine the antecedents of perceived creativity and flow experience in order to understand how consumers' advertisement keywords browsing influences their searching intentions and/or behaviours regarding purchase. In addition, it aims to consider two kinds of intentions in the theory of planned behaviour (TPB) to facilitate the translation of intentions into behaviour. Design/methodology/approach -Research constructs were drawn from pre-validated measurement items. An online survey was conducted at my3q.com. A total of 368 surveys were returned. The results were analysed using structural equation modelling with Smart PLS 2.0. Findings -The results show that flow experience positively affects the users' attitude toward keyword searching, the intention to search keywords, controllability, and self-efficacy. The antecedent belief of perceived creativity also positively influences the attitude toward keyword searching. The overall TPB model is effective in terms of predicting consumers' online keyword search behaviours; the intention to purchase a product especially affects a consumer's intention to search keywords online. Practical implications -To attract consumers companies have to use combined marketing strategies to provide creative advertisements to make their products look appealing. Moreover, advertisements that are fun and make people feel curious would also be appealing and make the consumers feel that they are able or resourceful enough to find the keywords. Originality/value -Two kinds of intentions -intention to purchase a product and intention to search keywords online -are simultaneously considered in this study. Moreover, the combination of flow theory, perceived creativity and TPB demonstrates an appropriate theoretical basis to examine consumers' online keyword search behaviours.

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Section: Literature Reviewmentioning

confidence: 99%

An empirical investigation of online users' keyword ads search behaviours

Lin

2011

Online Information Review

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“…The complexity of these marketing strategies must be analysed in order to understand the new consumer [6,7]. Research has been done on various sustainable search engine initiatives called Green Search Engines in some studies, which are a strategic micro niche within the sector [5,8,9].…”

Section: Introductionmentioning

confidence: 99%

Complexity in the Acceptance of Sustainable Search Engines on the Internet: An Analysis of Unobserved Heterogeneity with FIMIX‐PLS

2018

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This paper analyses the complexity of user behaviour when facing the challenge of using sustainable applications, such as Internet search engines. This paper analyses an acceptance model using extended TAM (Technology Acceptance Model) with Trust as an added external variable. It was suggested that Trust indirectly influences the final Intention to Use with the perceptions of Utility and Ease of Use. To test the proposed model, a survey was carried out with users from different geographical areas of Spain (n=445). The second aim of this study was to understand the complexity of marketing segmentation by separating the application users into different user groups. Users were grouped by their preference of favorite Internet search engine. Unobserved heterogeneity was studied using FIMIX-PLS, and three different user behaviours with search engines were identified. These corresponded to the number of inhabitants who live in the user area. In this way, the impact that the environment has on user choice, acceptance, and use of this type of sustainable applications was shown. The results were checked using PLS-SEM and showed that the model for the adoption of sustainable search engines is explanatory and predictive because confidence and acceptance for this TAM were validated. The conclusions are interesting for developers of environmentally sustainable and responsible applications which want to coincide with current trends to ensure that users prefer them.

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“…Last but not least, the result of keywords grouping decisions provides a basic foundation and sense of organization as advertisers move into the ad-writing phase of their campaigns. That is, well-organized keywords make advertisers easier to compose adcopies and provide what consumers needed during a search session [7], which ensures more relevant user experiences [35]. Therefore, keywords grouping is just as important as any of those other keyword decisions in sponsored search advertising [65,21].…”

Section: Introductionmentioning

confidence: 99%

Optimal Keywords Grouping in Sponsored Search Advertising Under Uncertain Environments

Yang

2020

International Journal of Electronic Commerce

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In sponsored search advertising, advertisers need to make a series of keyword decisions. Among them, how to group these keywords to form several adgroups within a campaign is a challenging task, due to the highly uncertain environment of search advertising. This paper proposes a stochastic programming model for keywords grouping, taking click-through rate and conversion rate as random variables, with consideration of budget constraints and advertisers' risktolerance. A branch-and-bound algorithm is developed to solve our model. Furthermore, we conduct computational experiments to evaluate the effectiveness of our model and solution, with two real-world datasets collected from reports and logs of search advertising campaigns. Experimental results illustrated that our keywords grouping approach outperforms five baselines, and it can approximately approach the optimum in a steady way. This research generates several interesting findings that illuminate critical managerial insights for advertisers in sponsored search advertising. First, keywords grouping does matter for advertisers, especially in the situation with a large number of keywords. Second, in keyword grouping decisions, the marginal profit does not necessarily show the marginal diminishing phenomenon as the budget increases. Such that, it's a worthy try for advertisers to increase their budget in keywords grouping decisions, in order to obtain additional profit. Third, the optimal keywords grouping solution is a result of multifaceted trade-off among various advertising factors. In particular, assigning more keywords into adgroups or having more budget won't certainly lead to higher profits. This suggests a warning for advertisers that it's not wise to take the number of keywords as the criterion for keywords grouping decisions.

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New Technology Briefing: Ten golden rules to search advertising

Cited by 4 publications

References 0 publications

An empirical investigation of online users' keyword ads search behaviours

An empirical investigation of online users' keyword ads search behaviours

Complexity in the Acceptance of Sustainable Search Engines on the Internet: An Analysis of Unobserved Heterogeneity with FIMIX‐PLS

Optimal Keywords Grouping in Sponsored Search Advertising Under Uncertain Environments

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