Profitability of Position in Online Advertising Markets
When analyzing the results from search engines, most people think that the top position are the best, resulting in the highest click through rates. Though, on the contrary, it was found that while click through rates decrease when the position on a page gets lower, the conversion rate will increase, and for certain specific keywords actually is higher. Even when revenue does not increase it might be more profitable to place the ad lower on the page, since costs decrease so fast.
This also shows that people who have a bigger intention to actually purchase, are looking at the lower positions on the website.
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This content is used in bundle:
Digital Marketing
- Challenges and Solutions for Marketing in a Digital Era
- The Research-Shopper Phenomenon
- New Communication Approaches in Marketing
- Digital Marketing: Retargeting
- Sponsored Search in Electronic Markets
- Consumer Behavior for Search and Experience Goods
- Profitability of Position in Online Advertising Markets
- Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation
- Effects of Social Media Marketing
- The Impact of New Media on Customer Relationships
- Firm-Created Word-of-Mouth Communication
- Creating a Measurable Social Media Marketing Strategy
- Mobile Marketing
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