APO resource visit counts have been improved. For more information, see our Policies & Guidelines

Journal article

Search engine advertisement design effects on click-through rates

26 Mar 2014
Description

This article reports the relationship that specific elements of search engine advertisements (SEAs) have with click-through rates (CTRs) within Google AdWord Campaigns. In total, 1,880 separate advertisements with more than 57 million impressions and 185,000 click-throughs were analyzed. The main finding is that some elements have both positive and negative relationships with CTRs depending on where they are placed within the advertisement. An implication is that the section of the advertisement in which an element appears should be taken into consideration when devising SEAs and when evaluating the relationship between elements and CTRs. We found the elements with mostly a positive effect on CTRs were brand, value “puffery,” and price; and those with a negative effect were promotions and questions. Limitations of the study and future research opportunities are given.

Publication Details
Identifiers: 
DOI: 
http://dx.doi.org/10.1080/15252019.2014.890394
Published year only: 
2014
29
Share
Share
Subject Areas
Keywords
Advertisement