International Journal of Knowledge Content Development & Technology

Research Institute for Knowledge Content Development & Technology (건국대학교 지식콘텐츠연구소)
권호 표지
DOI QR코드

DOI QR Code

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

  • Received : 2011.03.21
  • Accepted : 2011.06.10
  • Published : 2011.06.30
Download PDF
⟨ Previous Next ⟩

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.

Keywords

References

  1. Atlas DMT. (2004). How Search Engine Rank Impacts Traffic, starts off by asking the provocative question: "What does being number one in search really mean to your business?". Atlas DMT.
  2. Hoffman, Donna L. and Thomas Novak. (1996). "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations." Journal of Marketing, 60(July), 50-68. https://doi.org/10.2307/1251841
  3. Jordan McCollum. (2007). [2007.11.20].
  4. Kim, Bun-tae and Jong-Myeung Kim. (2003). A Study on the Online Advertising Effectiveness of a Product Fit, an Involvement toward the Website and a Click Act. Marketing Management Research, 8(3), 55-81.
  5. Kim, Jaehwi, Jiho Kim, & Yonghwan Kim. (2002). A study on advertising effectiveness of internet portal site. Marketing Research, 13(3), 91-109.
  6. Kim, Jiho & Jaehwi Kim. (2003). Influences of stimulation and avoidance of internet advertising on advertising effectiveness. Marketing Research, 14(3), 165-190.
  7. Kim, Jiho, Jaehwi Kim, Hacheol Park, & Janghan Lee. (2006). A study on the effects of selective attention factors of internet advertising utilizing Eye tracker. Marketing Research, (72), 31-58.
  8. Kim, Jongwoo, & Seungyeop Lee. (2001). A study on the effect of internet advertising by product involvement levels, website types and banner advertisement types. Journal of Global Academy of Marketing Science, 7, 105-124. https://doi.org/10.1080/12297119.2001.9707418
  9. Kim, Seunggyu. (2003). A study on Internet search advertising effectiveness analysis based on the type of research. Korea University, Master's paper.
  10. Kim, teayong, & Jeayoung Park. (2000). Verification a notificaiton of the newspaper article and the path of eyes by using Think Aloud. Korea Press Gazette, 49(4), 87-101.
  11. KoreanClick. (2005). The necessity of objective data for Search Engine. 2005 Search Ad Marketing Conference Seminar paper.
  12. Lee, Jongchun, Hyewon Lee, & Gyohong Jin. (2003). Implementation of new internet advertising method using text keyword. Information and Communication Research, 4,189-196.
  13. Lee, Juhyeon, & Younggyun Choi. (2002). The effects of perceived interactivity on users' involvement, attitude, and revisiting intention on a search engine Web Site. Marketing Research, 13(5), 223-248.
  14. Petty, R. E. and J. T. Cacioppo. (1986). Communication and Persuasion: Central and Peripheral Route to Attitude Change. NY: springer-Verlag.
  15. Sandra E. Moriarty. (1991). Creative Advertising: Theory and Practice. New Jersey: Prentice-Hall, Inc.
  16. Yoon, Seongjun, & Juho Kim. (2002). Banner ads are effective?: Focusing forms and contents of advertising. Marketing Research, 13(3), 141-162.