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

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  • Hans Haans
  • Néomie Raassens
  • Roel Hout

Abstract

Search engine advertising has emerged as the predominant form of advertising on the Internet. Despite its increasing importance academic research on this topic is scarce. Several authors have called for more research on how the content of the ad influences its evaluation. This exploratory study builds on this call for more research and examines the impact of evidence type on click-through and conversion rates in a search engine advertising setting. We find that click-through rates are higher for advertisements involving expert evidence and statistical evidence than for advertisements involving causal evidence. On the contrary, we find that causal evidence results in higher conversion rates than other types of evidence. These findings help marketers to fine-tune their advertising in search engines. In particular, if their aim is to attract people to the website, expert evidence and statistical evidence should be used, while causal evidence works best if the main objective is to generate conversions. Copyright Springer Science+Business Media New York 2013

Suggested Citation

  • Hans Haans & Néomie Raassens & Roel Hout, 2013. "Search engine advertisements: The impact of advertising statements on click-through and conversion rates," Marketing Letters, Springer, vol. 24(2), pages 151-163, June.
    • Handle: RePEc:kap:mktlet:v:24:y:2013:i:2:p:151-163
    DOI: 10.1007/s11002-013-9226-5
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    References listed on IDEAS

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    Cited by:

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    3. Yang, Yupin & Lu, Qiang (Steven) & Tang, Guanting & Pei, Jian, 2015. "The Impact of Market Competition on Search Advertising," Journal of Interactive Marketing, Elsevier, vol. 30(C), pages 46-55.
    4. Maier, Erik & Dost, Florian, 2018. "Fluent contextual image backgrounds enhance mental imagery and evaluations of experience products," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 207-220.
    5. He, Chen, 2018. "Essays on the role and effects of advertising," Other publications TiSEM 47a3272a-54f1-4a90-9714-c, Tilburg University, School of Economics and Management.
    6. Jura Liaukonyte & Thales Teixeira & Kenneth C. Wilbur, 2015. "Television Advertising and Online Shopping," Marketing Science, INFORMS, vol. 34(3), pages 311-330, May.
    7. Ivan Guitart & Stefan Stremersch, 2021. "The impact of informational and emotional television ad content on online search and sales," Post-Print hal-03193729, HAL.
    8. Hervet, Guillaume & Guitart, Ivan A., 2022. "Increasing the effectiveness of display social media ads for startups: The role of different claims and executional characteristics," Journal of Business Research, Elsevier, vol. 153(C), pages 467-478.

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