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Summarize How to Select Search Keywords for Online Advertising Depending on Consumer Involvement: An Empirical Investigation - Essay Example

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How to select search keywords for online advertising depending on consumer involvement: An empirical investigation This essay summarizes and examines Kim, Park, Kwon, & Chang’s ‘How to select search keywords for online advertising depending on consumer involvement: An empirical investigation’…
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Summarize How to Select Search Keywords for Online Advertising Depending on Consumer Involvement: An Empirical Investigation

Download file to see previous pages... In terms of specific marketing elements, the key word search areas have seen a particular upsurge. The article discusses how the efficacy of Internet advertising is determined by examining return on investment (ROI). In these regard, a two part structure of brand awareness and click through rate. This is an important notion, as the research demonstrates that keyword advertising is significantly more successful than banner advertising when efficacy is measured through click through rate standards. The article then considers the essential elements advertisers must consider when constructing key word advertising. In these regards, the articulate states that the main considerations are, “(1) which keyword to select, (2) how much to bid for each keyword, (3) how to design the text ad and (4) how to design the landing page” (Kim, Park, Kwon, & Chang, pg. 1). The remainder of the article examines the relation of online search keywords and consumer involvement through a number of metric standards of measurement. In the overview section the article discusses the various metrics that are implemented in examining the efficacy of key word advertising. ...
The most important factor is the ability of the website to be featured among the top sites in a keyword search. Indeed, this becomes the predominant indicator of keyword search success throughout the research. The interaction between keyword efficiency and sales then becomes investigated through a few select metrics. The article then articulates its specific theoretical background and hypotheses. In these regards, four micro-conversion rates are described, each demonstrating a means of measuring individuals click through rates with actual purchases. Each of these have specific shortcomings, yet they lead to the first research hypothesis: “The conversion rate for keyword advertising in a product category has a positive relationship to keyword ad efficiency” (Kim, Park, Kwon, & Chang, pg. 4). The research indicates that effectiveness is product specific, leading to the second hypothesis, “For low-involvement products, the number of active competitors has a positive relationship to keyword ad efficiency” (Kim, Park, Kwon, & Chang, pg. 15). The remaining eight hypotheses investigate the relation between keyword searches, product types, and user impressions, with a variety of relational elements. After establishing the main hypotheses and theoretical assumptions, the article advances the overriding research design and data descriptions. In terms of the research methodology, it’s indicated that ANOVA and regression analysis was implemented based on Web log statistics and other related factors. In these regards, the research advances a number of strategic initiatives that balance product and advertising elements as a means of achieving optimum profit margins. In further investigating these correlations the research collected data from the Korean National ...Download file to see next pagesRead More
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