Branding and search engine marketing
Branding and search engine marketing
The paper investigates the role of paid search advertising in delivering optimal conversion rates in brand-related search engine marketing (SEM) strategies. We specifically examine the impact of the rank of sponsored links, as well as various metrics of “ad creative” that provide a vehicle for advertisers to communicate and measure brand value within the context of paid search advertising. Using a randomized variation of a firm’s SEM strategy, we find that ad creatives contain significant brand elements that improve the firm’s conversion rate (CR). Among these, brand domain, quality and landing rate specificity have significant positive relationships with CR. These relationships suggest that an advertiser is perceived to be of higher quality among the sponsored search links when branding and brand management are fully emphasized in its SEM.
paid search advertising, rank, ad creative, brand, quality, price, search engine marketing
Yeung, Man
a8445a17-3a07-4535-8e83-892668d6b6a3
Nisar, Tahir
6b1513b5-23d1-4151-8dd2-9f6eaa6ea3a6
Yeung, Man
a8445a17-3a07-4535-8e83-892668d6b6a3
Nisar, Tahir
6b1513b5-23d1-4151-8dd2-9f6eaa6ea3a6
Yeung, Man and Nisar, Tahir
(2014)
Branding and search engine marketing.
5the EMAC Regional Conference: Marketing Theory Challenges in Emerging Markets, Katowice, Poland.
Record type:
Conference or Workshop Item
(Paper)
Abstract
The paper investigates the role of paid search advertising in delivering optimal conversion rates in brand-related search engine marketing (SEM) strategies. We specifically examine the impact of the rank of sponsored links, as well as various metrics of “ad creative” that provide a vehicle for advertisers to communicate and measure brand value within the context of paid search advertising. Using a randomized variation of a firm’s SEM strategy, we find that ad creatives contain significant brand elements that improve the firm’s conversion rate (CR). Among these, brand domain, quality and landing rate specificity have significant positive relationships with CR. These relationships suggest that an advertiser is perceived to be of higher quality among the sponsored search links when branding and brand management are fully emphasized in its SEM.
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EMAC Conference Paper.pdf
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e-pub ahead of print date: 24 September 2014
Venue - Dates:
5the EMAC Regional Conference: Marketing Theory Challenges in Emerging Markets, Katowice, Poland, 2014-09-24
Keywords:
paid search advertising, rank, ad creative, brand, quality, price, search engine marketing
Organisations:
Southampton Business School
Identifiers
Local EPrints ID: 380507
URI: http://eprints.soton.ac.uk/id/eprint/380507
PURE UUID: 806b3b18-e150-4373-ad48-791278451ec6
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Date deposited: 17 Sep 2015 10:27
Last modified: 15 Mar 2024 03:09
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Contributors
Author:
Man Yeung
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