چگونه کلمات کلیدی جستجو برای تبلیغات آنلاین را با توجه به مشارکت مصرف کننده انتخاب کنید : یک بررسی تجربی

In paid search advertising on Internet, advertisers bid for specific keywords. Consumer involvement affects a consumer’s purchase intention. However, there has been no research on selecting keywords in paid search advertising depending on consumer involvement from the advertisers’ perspective. Our paper investigates the effects of several factors including impressions, click-through rate, conversion rate, the number of competitors and the quantity of online customer reviews on the performance of individual keywords. Our analysis shows that regardless of consumer involvement, the conversion rate and the number of reviews significantly affect to the performance of individual keywords but the click-through rate does not. In addition, the effects of impressions and the number of competitors partially exist depending on consumer involvement. This study provides managerial insights into paid search advertising and can give some assumptions in the theoretical modeling literature for allocating advertising budgets.

Online advertising (ad) is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online advertising industry is expected to be stable and manifest a continuing upward trend till 2011. The compound annual growth rate is anticipated to increase by 17.4% during this period (2007 through 2011) and touch the $197.11 billion mark (EconomyWatch, 2007). In coming years online advertising spending is expected to overtake the TV advertising market. The rapid growth of this industry is being driven by increasing Internet users, rising awareness and growing broadband subscription rate and ecommerce, which is playing a key role in this industry. The keyword advertising market, in particular, has proliferated in the last seven years. According to the annual report of the Interactive Advertising Bureau (IAB), Internet advertising revenue has surged from $4.6 billion in 1999 to $23.4 billion in 2008. Moreover, keyword advertising accounted for 45% of Internet ad revenues in 2008, whereas banner advertising accounted for 21%. More specifically, keyword advertising accounts for much of the revenue that search engines such as Yahoo! and Google earn. Google has stated that more than 90% of its earnings comes from its AdWord service. As a whole, keyword advertising took in 35% of the Internet ad revenue generated during the last fiscal year.

Three major theoretical contributions have been made by this research. First, this study hypothesized and validated the effects of five keyword-search advertising factors (impression, click-through rate, conversion rate, the number of competitors, and the number of reviews) on keyword ad efficiency, depending on consumer involvement. Keyword ad efficiency, being initially introduced for the empirical tests, was built by conceptualizing the changes affected by search keyword advertising in terms of cost per sale, which was adopted from Rutz and Bucklin’s study (2007) to measure individual keyword performance. Furthermore, even though there have been several studies that measured the effects of consumer involvement on purchase intention through experimental surveys, there has been no research that considered the effects of consumer involvement on actual purchases in the area of search keyword advertising. It is thus concluded that, regardless of consumer involvement, the conversion rate and the number of reviews significantly affect the keyword ad efficiency. However, the click-through rate turned out to have insignificant positive effects on keyword ad efficiency, because ad costs are also considered when the keyword ad efficiency is calculated. According to the basket-to-buy rates, it was observed that many consumers did not, for some reason, actually purchase the products that they had once put in the electronic shopping cart. There might also be click-throughs for hedonic browsing. As mentioned earlier, there are various decision processes, from click-throughs to purchases, such as reading through the content of the landing page, as well as product reviews that are seen after clicking on an advertising text. In addition, the effects of impressions and the number of competitors partially exist depending on consumer involvement.