Online keyword based advertising: Impact of ad impressions on own-channel and cross-channel click-through rates

Gopal, Ram D.; Li, Xinxin; Sankaranarayanan, Ramesh

doi:10.1016/j.dss.2011.04.002

Cited by 33 publications

(17 citation statements)

References 23 publications

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“…However, there are also a few studies that reported different effects. For instance, Gopal et al [30], studying click-through rates of keyword-based online advertising, found negative interaction effects (i.e., cannibalization) for advertising on a search engine Web site and on a content-driven Web site. To the best of our knowledge though, the effects of SEA on consumer metrics, in interaction with TV or with banner advertising, have not been studied yet.…”

Section: Interaction Effects Of Advertising Media On Consumer Metricsmentioning

confidence: 97%

Search Engine Advertising Effectiveness in a Multimedia Campaign

Zenetti

Bijmolt

Leeflang

et al. 2014

International Journal of Electronic Commerce

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Search engine advertising has become a multibillion-dollar business and one of the dominant forms of advertising on the Internet. This study examines the effectiveness of search engine advertising within a multimedia campaign, with explicit consideration of the interaction effects between search engine advertising and television and banner advertising. An advertising tracking study with about 300 respondents interviewed before and about 4,700 respondents interviewed after the advertising campaign examines the effects on four consumer metrics: advertising awareness, brand awareness, brand image, and brand consumption. We estimate advertising effectiveness and control for correlations across the four ordinal response metrics using a multivariate ordered probit model. The results show that search engine advertising has significant effects on several consumer metrics, even among consumers who do not click on the sponsored advertisement. Television advertising also affects the consumer metrics. However, a negative interaction effect emerges between search engine advertising and television advertising. Banner advertising exerts a positive impact, but only in combination with television advertising. These substantial interaction effects indicate that firms must consider the investments in various media channels simultaneously when they design multimedia campaigns.

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Section: Interaction Effects Of Advertising Media On Consumer Metricsmentioning

confidence: 97%

Search Engine Advertising Effectiveness in a Multimedia Campaign

Zenetti

Bijmolt

Leeflang

et al. 2014

International Journal of Electronic Commerce

View full text Add to dashboard Cite

show abstract

“…Gopal et al. () examine the interaction between the search channel and the content channel in keyword‐based advertising using keyword metrics such as impressions, CTR, CPC, and daily ad budget. They find that there is significant cannibalization across the two channels as well as within‐channel decreasing returns to impressions.…”

Section: Methodsmentioning

confidence: 99%

“…In Yang (2008c, 2010), the authors also evaluate the cross-selling potential of sponsored search by estimating the impact of these keyword attributes on consumer purchase propensities across different categories after clicking on a specific keyword. Gopal et al (2011) examine the interaction between the search channel and the content channel in keyword-based advertising using keyword metrics such as impressions, CTR, CPC, and daily ad budget. They find that there is significant cannibalization across the two channels as well as within-channel decreasing returns to impressions.…”

Section: Selection Of Input and Output Variables And Theoretical Founmentioning

confidence: 99%

Efficiency Evaluation in Search Advertising

Ayanso

Mokaya

2013

Decision Sciences

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In this article, we use data envelopment analysis combined with principal component analysis to evaluate the efficiency of online retailers in search advertising. We examine various efficiency model specifications involving several resource and performance‐related variables in search advertising. Our analysis based on 200 retailers suggests different efficiency patterns for multichannel and Web‐only retailers. The results of our efficiency pattern analysis indicate that the performance metrics, impressions, online sales, click‐through rate, and conversion rate together reveal differences in efficiency mainly for multichannel retailers. On the other hand, ad positions in sponsored and organic links reveal differences in efficiency for Web‐only retailers. In terms of overall efficiency, we find that multichannel retailers occupy relatively most of the top positions. These results contribute to organizational level understanding of search advertising practices in online retailing and offer insights into keyword management, resource utilization, and performance metrics in search advertising campaigns.

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“…Looking at banner advertising on the Internet, Bhatnagar and Papatla [5] examined the effect of search and navigation records, and Gallagher and Parsons [13] studied the effect of demographic customer profiles in investigating the reaction of customers based on their characteristics. Gopal et al [15] empirically analyzed the impact of the interaction between the search channel and the content channel for keywordbased advertisements. The format of contextual advertisements may be popups, banner, or textual advertisements, and they are widely implemented by search engines, such as Google AdSense, for content or keywords.…”

Section: Online Advertisingmentioning

confidence: 99%

Enhancing Targeted Advertising with Social Context Endorsement

Lin

Chiu

2014

International Journal of Electronic Commerce

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The success of online advertising depends on the degree of customer acceptance and corresponding click-through rate (CTR). The coverage of traditional online advertising is wide, but the CTR of display advertisements delivered by firms is relatively lower. Whereas targeted advertising can deliver appropriate advertisements to customers based on their traits (disturbance avoidance), advertisements can leverage the power of social influence to improve the degree of acceptance of advertisements. In this paper, by utilizing the power of social influence and context embellishment, we propose a personalized social context endorsement mechanism to enhance the effectiveness of advertisements. According to the results of an experiment conducted on Facebook, the proposed mechanism outperforms other benchmark approaches to improving the CTR and user impressions. This research effectively incorporates the theories of preference similarity, social influence, and moral sentiments and provides advertising sponsors and social media providers with a powerful system to conduct successful advertising campaigns.

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Online keyword based advertising: Impact of ad impressions on own-channel and cross-channel click-through rates

Cited by 33 publications

References 23 publications

Search Engine Advertising Effectiveness in a Multimedia Campaign

Search Engine Advertising Effectiveness in a Multimedia Campaign

Efficiency Evaluation in Search Advertising

Enhancing Targeted Advertising with Social Context Endorsement

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