Search engine advertisements: The impact of advertising statements on click-through and conversion rates

Haans, Hans; Raassens, Néomie; Hout, van R

doi:10.1007/s11002-013-9226-5

Cited by 49 publications

(41 citation statements)

References 22 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…In other words, for product-specific keywords, users show contradictory conversion behavior in response to an information cue. Thus, we are able to refine the findings of Haans et al [19] who also conclude that searchers might show deviating behavior in terms of clicks and conversions in response to differently phrased ad copies. Our study suggests that deviating behavior in response to ad copies is indeed present, but appears to be limited to web users with particular types of search intentions.…”

Section: Discussionsupporting

confidence: 85%

“…Log-odds suggest an opposite effect and therefore hypothesis H3b is rejected. Such a diametric user behavior in terms of clicks and conversions is also observed by Haans et al [19] and might be seen as another indication for a selfselection mechanism in the context of paid search [13]. Interaction terms reveal that users who search for product-specific terms respond significantly different in terms of clicks compared to all other keyword groups.…”

Section: Product-specific Abstractsupporting

confidence: 72%

“…Results suggest that user behavior is affected by various textual elements such as brand names and call-to-actions, but might differ in respect to their placement within an ad copy. In a field experiment in cooperation with a b2c retailer in the Netherlands, Haans et al [19] investigate the influence of different description texts in an ad copy. Amongst other aspects the scholars investigate the effectiveness of alternative descriptions in terms of conversions and report that for the tested description types the CTR is not suited as an approximation of CVR.…”

Section: Related Literaturementioning

confidence: 99%

“…To prevent biases every keyword is assigned to a mutually exclusive keyword cluster and no complex keyword combinations (such as "buy BILLY at IKEA") which could be possibly assigned to a multitude of clusters are used. In accordance to Haans et al [19], we consider user behavior in terms of clicks as well as conversions, given that ad copy design might affect both.…”

Section: Hypothesis Developmentmentioning

confidence: 99%

See 3 more Smart Citations

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

Schlangenotto¹,

Kundisch²

2017

Proceedings of the 50th Hawaii International Conference on System Sciences (2017)

View full text Add to dashboard Cite

show abstract

Section: Discussionsupporting

confidence: 85%

Section: Product-specific Abstractsupporting

confidence: 72%

Section: Related Literaturementioning

confidence: 99%

Section: Hypothesis Developmentmentioning

confidence: 99%

See 2 more Smart Citations

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

Schlangenotto¹,

Kundisch²

2017

Proceedings of the 50th Hawaii International Conference on System Sciences (2017)

View full text Add to dashboard Cite

show abstract

“…For instance, Haans, Raassens, and van Hout (2013) designed an exploratory study to investigate how the content of an ad influences its evaluation. Some studies have focused on sponsored search issues.…”

Section: Related Research Workmentioning

confidence: 99%

Integrating the mechanism of three-part tariff pricing to the provision of intra-site search engine advertising services

Pei

Lin

2016

International Journal of Production Research

View full text Add to dashboard Cite

Intra-site search engines (ISEs) dedicated to private electronic markets have become popular with the fast-growing electronic markets. Among several research facets regarding the advertising services of ISEs, we focus on how to optimise the ISE-based advertising market mechanism by improving the pricing model. The widely adopted pricing scheme, Flat Fee (FF), fails to differentiate ISE advertising services among subscribers. Such inefficiency results in the loss of the subscribers and the decline of the provider's revenue. We design an advanced pricing scheme, three-part tariff pricing with performance relevant adjustments (3PT+), implemented by a two-period contract, to match the differentiated ISE service consumption among subscribers. The mathematical analyses of the advertiser's VaR model and ISE provider's revenue optimisation model show that the 3PT+ pricing scheme is superior to the FF pricing scheme as the former can attract more advertisers and retain most of them in the ISE services. The experimental results from the Monte Carlo simulation further support the theoretic derivation.

show abstract

Dark sides of artificial intelligence: The dangers of automated decision‐making in search engine advertising

Schultz

Koch

Olbrich

2023

Asso for Info Science & Tech

View full text Add to dashboard Cite

With the growing use of artificial intelligence, search engine providers are increasingly pushing advertisers to use automated bidding strategies based on machine learning. Such automated decision‐making systems leave advertisers in the dark about the data being used and how they can influence the outcome of the decision‐making process. Previous literature on artificial intelligence lacks an understanding of the dangers related to artificially intelligent systems and their lack of transparency. In response, our paper addresses the inherent risks of the automated optimization of advertisers' bidding strategies in search engine advertising. The selected empirical case of a service company therefore demonstrates how data availability can trigger a long‐term decline in advertising performance and how search engine advertising performance metrics develop before and after an event of data scarcity. Based on data collected for 525 days, difference‐in‐differences analysis shows that the algorithmic approach has a considerable and lasting negative impact on advertising performance. Furthermore, the empirical case indicates that self‐regulated learning can initialize a downward spiral that gradually impairs advertising performance. Thus, the aim of this study is to increase awareness regarding automated decision‐making dangers in search engine advertising and help advertisers take preventive measures to reduce the risks of algorithm missteps.

show abstract

Search engine advertisements: The impact of advertising statements on click-through and conversion rates

Cited by 49 publications

References 22 publications

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

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

Integrating the mechanism of three-part tariff pricing to the provision of intra-site search engine advertising services

Dark sides of artificial intelligence: The dangers of automated decision‐making in search engine advertising

Contact Info

Product

Resources

About