A Quantitative Study on How Internet Search Ads Generate Consumer Traffic to Advertisers' Website
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study aims to measure the impact of these two variables on consumers'‘click-through’ rates (the number of users that click on the ad comparedto the number of times the ad is delivered). The result is as follows. First, search ads play a critical role in drawing consumers to advertisers'websites. Once search ads are placed, the number of visitors increasedtenfold. Secondly, when search ads are keyed to highly-involved wordssuch as ‘IDC’, ‘hosting’ and ‘co-location’, click-through rates significantlyfluctuate according to the type of advertising message. In this case, consumersrespond much more positively to ads highlighting credibility and productquality than to ads with emphasis on sales and events. Thirdly, the placementof search ads also matters. The ad placed first in the search list overpowersads in the third or fifth place in terms of click-through rates. However,there was no significant difference of click-through rates between adsin the third place and ads in fifth. Lastly, when estimating which variableplays the bigger role in bringing traffic to advertisers' websites, consumersare more receptive to the substance of the advertising message than toits placement, under the circumstances of high involvement.
Abstract
This study aims to measure the impact of these two variables on consumers'‘click-through’ rates (the number of users that click on the ad comparedto the number of times the ad is delivered). The result is as follows. First, search ads play a critical role in drawing consumers to advertisers'websites. Once search ads are placed, the number of visitors increasedtenfold. Secondly, when search ads are keyed to highly-involved wordssuch as ‘IDC’, ‘hosting’ and ‘co-location’, click-through rates significantlyfluctuate according to the type of advertising message. In this case, consumersrespond much more positively to ads highlighting credibility and productquality than to ads with emphasis on sales and events. Thirdly, the placementof search ads also matters. The ad placed first in the search list overpowersads in the third or fifth place in terms of click-through rates. However,there was no significant difference of click-through rates between adsin the third place and ads in fifth. Lastly, when estimating which variableplays the bigger role in bringing traffic to advertisers' websites, consumersare more receptive to the substance of the advertising message than toits placement, under the circumstances of high involvement.
참고문헌 (16)
- Atlas DMT., "How Search Engine Rank Impacts Traffic, starts off by asking the provocative question: “What does being number one in search really mean to your business?”", Atlas DMT, ~ (2004)
- Hoffman, Donna L., "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations", Journal of Marketing, 60, pp.50~68 (1996)
- "Jordan McCollum" (2007)[URL]
- 김분태, "제품적합성, 관여도, 온라인 광고의 접속행동이 광고효과에 미치는 영향에 관한 연구", 마케팅관리연구, 8(3), pp.55~81 (2003), 한국마케팅관리학회
- Kim, Jaehwi, "A study on advertising effectiveness of internet portal site", Marketing Research, 13(3), pp.91~109 (2002)
- 김지호, "인터넷 광고의 효과과정에 관한 연구 : 자극성과 회피성을 중심으로", 광고학연구, 14(3), pp.165~190 (2003), 한국광고학회
- Kim, Jiho, "A study on the effects of selective attention factors of internet advertising utilizing Eye tracker", Marketing Research, (72), pp.31~58 (2006)
- Kim, Jongwoo, "A study on the effect of internet advertising by product involvement levels, website types and banner advertisement types", Journal of Global Academy of Marketing Science, 7, pp.105~124 (2001)
- Kim, Seunggyu., "A study on Internet search advertising effectiveness analysis based on the type of research", 석사, pp.2003
- Kim, teayong, "Verification a notificaiton of the newspaper article and the path of eyes by using Think Aloud", Korea Press Gazette, 49(4), pp.87~101 (2000)
- KoreanClick, "The necessity of objective data for Search Engine", 2005 Search Ad Marketing Conference Seminar paper (2005)
- Lee, Jongchun, "Implementation of new internet advertising method using text keyword", Information and Communication Research, 4, pp.189~196 (2003)
- Lee, Juhyeon, "The effects of perceived interactivity on users' involvement, attitude, and revisiting intention on a search engine Web Site", Marketing Research, 13(5), pp.223~248 (2002)
- Petty, R. E., "Communication and Persuasion: Central and Peripheral Route to Attitude Change" (1986), springer-Verlag
- Sandra E. Moriarty, "Creative Advertising: Theory and Practice" (1991), Prentice-Hall, Inc
- Yoon, Seongjun, "Banner ads are effective?: Focusing forms and contents of advertising", Marketing Research, 13(3), pp.141~162 (2002)