How to select search keywords for online advertising depending on consumer involvement: An empirical investigation
How to select search keywords for online advertising depending on consumer involvement: An empirical investigation
Cookhwan Kim,Sungsik Park,Kwiseok Kwon,Woojin Chang
2012 · DOI: 10.1016/j.eswa.2011.07.050
Expert systems with applications · 31 Citations
TLDR
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, and some assumptions in the theoretical modeling literature for allocating advertising budgets are given.