A Quantitative Study on How Internet Search Ads Generate Consumer Traffic to Advertisers' Website

Jung-Eun Son
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Abstract

This study aims to measure the impact of these two variables on consumers' ‘click-through’ rates (the number of users that click on the ad compared to the number of times the ad is delivered). The result is as follows. First, search ads play a critical role in drawing consumers to advertisers' websites. Once search ads are placed, the number of visitors increased tenfold. Secondly, when search ads are keyed to highly-involved words such as ‘IDC’, ‘hosting’ and ‘co-location’, click-through rates significantly fluctuate according to the type of advertising message. In this case, consumers respond much more positively to ads highlighting credibility and product quality than to ads with emphasis on sales and events. Thirdly, the placement of search ads also matters. The ad placed first in the search list overpowers ads in the third or fifth place in terms of click-through rates. However, there was no significant difference of click-through rates between ads in the third place and ads in fifth. Lastly, when estimating which variable plays the bigger role in bringing traffic to advertisers' websites, consumers are more receptive to the substance of the advertising message than to its placement, under the circumstances of high involvement.
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互联网搜索广告如何为广告商网站带来消费者流量的定量研究
这项研究旨在衡量这两个变量对消费者“点击率”的影响(点击广告的用户数量与广告投放次数之比)。结果如下。首先,搜索广告在吸引消费者访问广告商网站方面发挥着关键作用。一旦投放了搜索广告,访问者的数量就增加了10倍。其次,当搜索广告以“IDC”、“hosting”和“co-location”等高度相关的关键词为关键字时,点击率会根据广告信息的类型而显著波动。在这种情况下,消费者对强调可信度和产品质量的广告比强调销售和活动的广告反应积极得多。第三,搜索广告的位置也很重要。在点击率方面,在搜索列表中排名第一的广告超过了排名第三或第五的广告。然而,第三名广告和第五名广告的点击率没有显著差异。最后,当估计哪个变量在为广告商的网站带来流量方面发挥更大作用时,在高参与度的情况下,消费者更容易接受广告信息的实质内容,而不是广告的位置。
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