Abstract
An exploratory study conducted in late autumn and early winter 2006-2007 investigates the purchasing of sponsored search advertising for a major US university’s academic department. The ad campaign used Google’s AdWord service with the goal of increasing awareness of the academic department and encouraging potential graduate admissions or admissions inquiries. A behavioral model of information seeking is suggested that could be applied for selecting appropriate types of online advertising for awareness and other advertising goals. The study found little overlap between traditional, commerce-oriented online advertising methods and a general awareness campaign, as evidenced by a low click-through rate to the targeted site. Insights for future studies include increased integration with server logs, targeted site query terms and alternative awareness strategies.
Keywords
sponsored search; online advertising; search engines; behavioral model; information seeking; electronic business; Google.
Cite As
Turnbull, D. and Bright, L.F. (2008) Advertising academia with sponsored search: an exploratory study examining the effectiveness of Google AdWords at the local and global level, Int. J. Electronic Business, Vol. 6, No. 2, pp.149-171.
References in this publication
- Ad Age Search Marketing Fact Pack (2006) Published by eMarketer on 6th November, Retrieved online on 01/19/07.
- Allen, T.J. (1977) Information needs and uses, Annual Review of Information Science and Technology, Vol. 4, pp.3-29.
- Chang, S. and Rice, R. (1993) Browsing: a multidimensional framework, Annual Review of Information Science and Technology, Vol. 23, p.242.
- Cho, C. (2003) Factors influencing the clicking of banner ads on the World Wide Web, Cyberpsychology and Behavior, Vol. 6, No. 2, pp.201-215.
- Cho, C–H. and Cheon, H.J. (2004) Why do people avoid advertising on the internet?, Journal of Advertising, Vol. 33, No. 4, pp.89-97.
- Choo, C.W., Detlor, B. and Turnbull, D. (1998) A behavioral model of information seeking on the web – preliminary results of a study of how managers and IT specialists use the web, Proceedings of the 61st Annual Meeting of the American Society of Information Science, Published for the American Society for Information Science by Information Today Inc., Pittsburgh, PA.
- Choo, C.W., Detlor, B. and Turnbull, D. (2000a) Web Work: Information Seeking and Knowledge Work on the World Wide Web, Kluwer Academic Publishers, Dordrecht, The Netherlands.
- Choo, C.W., Detlor, B. and Turnbull, D. (2000b) Working the web: an empirical model of web use, 33rd Hawaii International Conference on System Science (HICSS), Maui, HI.
- Coulter, R.A., Zaltman, G. and Coulter, K.S. (2001) Interpreting consumer perceptions of advertising: an application of the Zaltman metaphor elicitation technique, Journal of Advertising, Vol. 30, No. 4, pp.1-21.
- Coyle, J.R. and Thorson, E. (2001) The effects of progressive levels of interactivity and vividness in web marketing sites, Journal of Advertising, Vol. 30, No. 3, pp.277-289.
- Ellis, D. and Cox, D. (1993) A comparison of the information seeking patterns of research scientists in an industrial environment, Journal of Documentation, Vol. 49, No. 4, pp.356-369.
- Ellis, D. (1989) A behavioural approach to information retrieval systems design, Journal of Documentation, Vol. 45, No. 3, pp.171-212.
- Ellis, D. (1997) Modelling the information seeking patterns of engineers and research scientists in an industrial environment, Journal of Documentation, Vol. 53, No. 4, pp.384-403.
- Fain, D.C. and Pederson, J.O. (2006) Sponsored search: a brief history, American Society for Information Science and Technology Bulletin, Retrieved on 11/15/06 from http://www.asis.org/Bulletin/Dec-05/pedersen.html, January, Special Issue.
- Feng, J., Bhargava, H.K. and Pennock, D.M. (2005) Implementing sponsored search in web search engines: computational evaluation of alternative mechanisms, Journal of Computing, Vol. 19, No. 1, Winter 2007, pp.137-148.
- Friestad, M. and Wright, P. (1994) The persuasion knowledge model: how people cope with persuasion attempts, Journal of Consumer Research, Vol. 21, pp.1-31.
- Godin, S. (1999) Permission Marketing, Simon and Schuster, New York. Goral, T. (2003) Intelligent admission, University Business, Vol. 6, No. 3, pp.38-41. Holahan, C. (2006) Click Fraud: Google Comes Clean, Sort Of, BusinessWeek, 27 July. Jansen, B.J. (2007) Click fraud, IEEE Computer, Vol. 40, No. 7, pp.85-86.
- Jansen, B.J. and Resnick, M. (2006) An examination of searchers perceptions of non-sponsored and sponsored links during e-commerce web searching, Journal of the American Society of Information Science and Technology, Vol. 57, pp.1949-1961.
- Li, H., Edwards, S. and Lee, J-H. (2002) Measuring the intrusiveness of advertisements: scale development and validaton, Journal of Advertising, Vol. 31, No. 2, pp.37-47.
- Marchionini, G. (1995) Information Seeking in Electronic Environments, Cambridge University Press, Cambridge.
- Moore, R.S., Stammerjohan, C.A. and Coulter, R.A. (2005) Banner advertiser-website context congruity and color effects on attention and attitudes, Journal of Advertising, Vol. 34, No. 2, pp.71-84.
- Shamdasani, P.N., Stanaland, A.J.S. and Tan, J. (2001) Location, location, location: insights for advertising placement on the web, Journal of Advertising Research, Vol. 41, No. 4, pp.7-21.
- Stone, B. (2007) Dont like dancing cowboys? Results say you do, New York Times, Media and Advertising Section, 18th January.
- Sutton, S.A. (1994) The role of attorney mental models of law in case relevance determinations: an exploratory analysis, Journal of the American Society of Information Science, Vol. 45, No. 3, pp.186-200.
- Taylor, R.S. (1986) Value Added Processes in Information Systems, Ablex Publishing Corp., Norwood, NJ.
- Xing, B. and Lin, Z. (2004) The impact of search engine optimization on online advertising market, ACM Conference Proceedings, Winter, pp.519-530.