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Analyse des Spillover-Effekts in Suchketten anhand des Google Conversion Tracking


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  • Fuchs, Tobias
  • Zilling, Manfred Peter
  • Schüle, Hubert
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    Dieses Paper widmet sich der Übertragbarkeit des Spillover-Effektes auf die Suchmaschinen-Werbung, insbesondere wird eine Wirkungsübertragung von der generischen Suche auf die Suche mit Marken-Keywords analyisiert und interpretiert. Diese Wirkungsübertragung findet annahmegemäß dadurch statt, dass der Internetnutzer bei der Suche mit generischen Suchbegriffen die platzierten Markennamen wahrnimmt und den User hinsichtlich seiner weiteren Suchaktivität dahingehend beeinflusst, dass bei zukünftigen Suchanfragen, die im gleichen thematischen Kontext zur vorhergegangenen Suche stehen, die Suche direkt mit dem Marken-Keyword durchgeführt wird. Findet somit bei der generischen Suche eine bewusste oder unbewusste positive Assoziation mit der Marke statt und beeinflusst dies die Suchaktivität des Users hinsichtlich zukünftiger Suchanfragen mit der wahrgenommenen Marke als Keyword, so ist ein Spillover-Effekt von der generischen Suche zur Brand-Suche eingetreten, der einen ökonomischen positiven Einfluss auf den Kampagnenerfolg besitzt. Die Annahme der Existenz des Spillover-Effekts konnte anhand der umfassenden Fallstudie aus der Mobilfunkbranche bestätigt werden. -- This paper focuses on the transferability of the spillover effect on search engine advertising. In particular, an effect of generic search on search with brand keywords are analyzed and interpreted. This effect is assumed to take place, if an internet user searches with generic search terms, recognizes the placed brand names and is thereby influenced in his future search activities. The effect is that future contextual identic search queries are directly conducted with the brand keyword. We assume that an association with the brand name affects the future search activities with the perceived brand as a keyword. If a conscious or unconscious positive association with the brand name takes place while performing a generic search a spillover effect from generic search to brand search occurs. This has a positive economic impact on the campaign's success. The assumption of the existence of the spillover effect was confirmed by a detailed case study from the mobile industry.

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    Bibliographic Info

    Paper provided by PFH Private University of Applied Sciences, Göttingen in its series PFH Forschungspapiere/Research Papers with number 2012/08.

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    Date of creation: 2012
    Date of revision:
    Handle: RePEc:zbw:pfhrps:201208

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    Keywords: Suchmaschinen-Werbung; Paid Clicks; SEA; Cost-Per-Click; Click-Through-Rate; Conversion Rate; Spillover; Online Kampagne; Search Engine Advertising; Paid clicks; Cost-per-click; Click-through-rate; Conversion rate; Spillover; Online campaign;

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    1. Riekhof, Hans-Christian & Schäfers, Tobias & Eiben, Immo, 2009. "Behavioral Targeting: Ein effizienter Einsatz des Online-Werbebudgets?," PFH Forschungspapiere/Research Papers 2009/06, PFH Private University of Applied Sciences, Göttingen.
    2. Pomfret, Richard, 2008. "Turkmenistan after Turkmenbashi," PFH Forschungspapiere/Research Papers 2008/03, PFH Private University of Applied Sciences, Göttingen.
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