Search advertising placement strategy: Exploring the efficacy of the conventional wisdom |
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| Authors: | Wenhong Luo David Cook Eric J. Karson[Author vitae] |
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| Affiliation: | aAccounting & Information Systems, Villanova School of Business, Villanova University, Villanova, PA 19085, United States;bInformation Technologies & Decision Sciences Department, College of Business & Public Administration, Old Dominion University, Norfolk, VA 23529, United States;cMarketing, Villanova School of Business, Villanova University, Villanova, PA 19085, United States |
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| Abstract: | Search advertising is one of the most important forms of electronic commerce. While click-through rates are considered a key measure of search advertising effectiveness by search providers, brand attention can also be a valuable objective. Our paper reports on an experiment that investigated how search advertisement placement affected search users’ brand recall and recognition. The results showed that semantically associated search ads generated significantly higher levels of brand attention than contextually associated ones. Significant interaction effects were found among search ad position, keyword association, and search result quality. Implications for decision makers are discussed. |
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| Keywords: | Search advertising Web advertising Electronic commerce Search behavior Experiment Advertising effectiveness |
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