An Experimental Examination of Factors Affecting Click-Through of Keyword Search Ads

Abstract

This study examines potential determinants of online users’ click-through behaviors for keyword search ads within the theoretical frameworks of dual processing models and the persuasion knowledge model. In total, 182 undergraduate students participated in an experiment featuring a mixed factorial design with two between-subject factors (i.e., perceived fit and rank of ad) and one within-subject factor (i.e., product involvement). Additionally, the level of persuasion knowledge was measured. The study found positive effects of perceived fit of an ad with a search term, the rank of ad in a search results page, and the level of product involvement on the target ad click-through rates. A negative effect of persuasion knowledge about keyword search ads was found for click-through rates. Furthermore, the study found that (1) the level of product involvement moderated the effects of perceived ad's fit on click-through and (2) the level of persuasion knowledge moderated the effects of the rank of an ad. The results suggest that both dual processing models and persuasion knowledge models have some applications to understand how consumers process keyword search ads. Some managerial implications are provided, as well as directions of future research.