How should retail advertisers manage multiple keywords in paid search advertising?

Kim, Alex Jiyoung; Jang, Sungha; Shin, Hyun S.

doi:10.1016/j.jbusres.2019.09.049

Cited by 12 publications

(7 citation statements)

References 52 publications

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“…In the SSA field, plentiful research efforts have been made to explore search auction mechanism design (e.g., Huang and Kauffman, 2011; and search user behavior analysis (e.g., Lo et al, 2014;Vragov et al, 2019;Lian et al 2021), empirical analysis of performance indices (e.g., Yang et al, 2018;Jeziorski and Moorthy, 2018;Schultz, 2020;Yang and Zhai, 2022), and advertising decisions including bidding optimization (e.g., Küç ükaydin et al, 2020;Kim et al, 2021), budget optimization (e.g., Yang et al, 2012;Yang and Xiong, 2020;Avadhanula et al, 2021;Yang et al, 2021b), and keyword optimization (e.g., Qiao et al, 2017;Nie et al, 2019;Scholz et al, 2019;Song et al, 2021;Zhang et al, 2021). This study focuses on one particular type of keyword decisions, i.e., keyword targeting, which draws from two research streams, namely keyword selection and keyword matching.…”

Section: Related Workmentioning

confidence: 99%

Keyword targeting optimization in sponsored search advertising: Combining selection and matching

Yang²

2022

Electronic Commerce Research and Applications

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Section: Related Workmentioning

confidence: 99%

Keyword targeting optimization in sponsored search advertising: Combining selection and matching

Yang²

2022

Electronic Commerce Research and Applications

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“…Online, HISB is based on queries that consist of a set of keywords (Yilma et al, 2019) whereby individuals' information need has been transmitted to the IRS (Ma, 2018). Due to the changing search behavior (Mladenovi c et al, 2019), health care service providers must ensure continuous visibility on the search engine result page (SERP) (Kim et al, 2019), and must provide relevant answers to HISB. Importantly, the proper response to HISB can improve the overall availability of health care services and influence.…”

Section: Online Search Behavior and Seomentioning

confidence: 99%

Search engine optimization (SEO) for digital marketers: exploring determinants of online search visibility for blood bank service

Mladenović

Rajapakse

Kožuljević³

et al. 2022

OIR

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PurposeGiven that online search visibility is influenced by various determinants, and that influence may vary across industries, this study aims in investigating the major predictors of online search visibility in the context of blood banks.Design/methodology/approachTo formalize the online visibility, the authors have found theoretical foundations in activity theory, while to quantify online visiblity the authors have used the search engine optimization (SEO) Index, ranking, and a number of visitors. The examined model includes ten hypotheses and was tested on data from 57 blood banks.FindingsResults challenge shallow domain knowledge. The major predictors of online search visibility are Alternative Text Attribute (ALT) text, backlinks, robots, domain authority (DA) and bounce rate (BR). The issues are related to the number of backlinks, social score, and DA. Polarized utilization of SEO techniques is evident.Practical implicationsThe methodology can be used to analyze the online search visibility of other industries or similar not-for-profit organizations. Findings in terms of individual predictors can be useful for marketers to better manage online search visibility.Social implicationsThe acute blood donation problems may be to a certain degree level as the information flow between donors and blood banks will be facilitated.Originality/valueThis is the first study to analyze the blood bank context. The results provide invaluable inputs to marketers, managers, and policymakers.

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“…Haans et al, 2013;Rutz and Trusov, 2011). Because the keyword-based searches are linked with users' intent and purchases, and the landing pages are seen only by consumers who are interested in the adseven for millennials repellant to advertising, close to a third report having clicked a search ad on a smartphone (Murillo, 2017) search engine advertising has shown effectiveness and turned into a crucial tool for interactive marketers (Bremer and Funk, 2017;Kim et al, 2021;Im et al, 2019).…”

Section: Search Engine Advertising and Google Adsmentioning

confidence: 99%

Informing, implying or directing? Testing the effects of message sidedness, conclusiveness and their interaction in national and local Google Ads campaigns

Yao

2021

JRIM

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PurposeThis study aims to apply and test the effectiveness of message sidedness and conclusiveness in Google Ads advertising.Design/methodology/approachFour field experiments on Google Ad campaigns were conducted on the topics of energy and environment, the water–energy–food nexus, and a Higher-Ed program (at the national and local levels).FindingsTwo-sided search engine advertisements are more effective than one-sided advertisements in national campaigns but less effective in local campaigns. In national campaigns, conclusive search engine advertisements are more effective in increasing impressions and clicks, but inconclusive advertisements are more effective in increasing the click-through rate (CTR); in local campaigns, inconclusive advertisements are more effective when being one-sided, while conclusive advertisements are more effective when being two-sided. Overall, the two-sided and inconclusive advertisement generates the best results in a national campaign, but the one-sided and inconclusive advertisement generates the best results in a local campaign.Originality/valueAs the first to test sidedness and conclusiveness with Google Ads advertising, the paper provides theoretical and practical suggestions to search engine marketers by identifying the effective copywriting strategies, moderating factors and more measurements of effectiveness.

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How should retail advertisers manage multiple keywords in paid search advertising?

Cited by 12 publications

References 52 publications

Keyword targeting optimization in sponsored search advertising: Combining selection and matching

Keyword targeting optimization in sponsored search advertising: Combining selection and matching

Search engine optimization (SEO) for digital marketers: exploring determinants of online search visibility for blood bank service

Informing, implying or directing? Testing the effects of message sidedness, conclusiveness and their interaction in national and local Google Ads campaigns

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