Search Engine Advertisement Design Effects on Click-Through Rates

Influence of Design Elements of Mobile Push Notifications on Mobile App User Interactions

“…Surprisingly, more text on a banner also seems to have a positive effect on user interaction, contrary to the expectations of the authors one study [44]. In the context of search engine advertisements, a study analyzing 57 million impressions and 185,000 clicks reveals that click-through rate is positively influenced by brand and price while promotions and questions have a negative effect [45].…”

“…Larger banners seem to have a clearly positive effect on the click rate [25], [27], [44]. Generally speaking, the amount of information displayed on the banner also has a positive effect on the click rate [44], [45]. Surprisingly, more text on a banner also seems to have a positive effect on user interaction, contrary to the expectations of the authors one study [44].…”

Achieving more by saying less? On the Moderating Effect of Information Cues in Paid Search

“…According to Yoo [20] we positively framed the general ad copy text. Based on Atkinson et al [8] the title contained a value puffery and named the retailer brand. Following Rutz and Trusov [6] every description text contained attention grabbing content by incorporating a call-to-action (see Table 1).…”

“…Their analysis of different paid search campaigns reveals that a question in the ad reduces CTR significantly compared with a statement-based phrasing. Atkinson et al [8] focus on a multitude of individual textual elements used in paid search campaigns of an automotive retailer in Australia. Performing a correlational analysis they conclude that users behave significantly differently in terms of CTR in response to the placement of various ad copy elements.…”

“…This is surprising as a well-crafted ad is an important success-determinant from an advertiser's perspective [7] to reach the target audience and convince potential buyers to click the ad. Current research has investigated either the use of individual textual elements (e.g., [8]) or message framing (e.g., [9]). Information cues, which marketers commonly use to influence customer behavior by providing additional information, have received a lot of scholarly attention in the field of traditional marketing [1].…”