Google AdWords Research Articles

What Filipinos, the world’s number one Internet users, want to know about cancer: A Google search analysis from 2015 to 2019.

23 Background: Filipinos were the world’s heaviest Internet users in 2018. It has been shown that they use the Internet to actively search for health-related information, but it has not yet been determined what kinds of information are sought. There is a gap in our present understanding of the information needs of the Filipino population in relation to cancer. The study assessed the cancer-related information needs of Filipinos using Internet search data from March 2015 to May 2019. Methods: A retrospective longitudinal study was done using Google AdWords Keyword Planner to identify search terms related to cancer from Internet users from the Philippines from June 2015 to May 2019. The identified search terms were assessed descriptively using Microsoft Excel version 16.26. The search terms were qualitatively categorized and described. Results: A total of 806 cancer-related search terms were identified, with 13,632,890 Google web searches, during the period under review. The top ten search terms with the highest monthly search volume in the Philippines (n=4,741,600, 34.78%) were “cancer,” “breast cancer,” “cervical cancer,” “prostate cancer,” “colon cancer,” “breast cancer symptoms,” “lung cancer,” “lung cancer symptoms,” “colon cancer symptoms,” and “lungs.” In this time period, Filipinos sought information on cancer-related signs and symptoms (n=3,307,640, 24.26%) and cancer treatment (n=604,070, 4.43%). Filipinos also searched for alternative, herbal, and natural cancer treatments, but the search volume accounted for a low percentage of the total searches (n=8,710, 0.06%). Searches for the search term, “cancer,” were highest on January to February, a trend observed from January 2016 to 2019. Conclusions: Our study provides insight into the cancer-related information needs of the Filipino population. This information may inform the development of targeted, cost-effective awareness campaigns through the Internet, which may be more effective if launched at the beginning of each year.

Nutritional Culturomics and Big Data: Macroscopic Patterns of Change in Food, Nutrition and Diet Choices

Nutritional culturomics (NCs) is a specific focus area of culturomics epistemology developing digital humanities and computational linguistics approaches to search for macro-patterns of public interest in food, nutrition and diet choice as a major component of cultural evolution. Cultural evolution is considered as a driver at the interface of environmental and food science, economy and policy. The paper presents an epistemic programme that builds on the use of big data from webbased services such as Google Trends, Google Adwords or Google Books Ngram Viewer. A comparison of clearly defined NCs in terms of geography, culture, linguistics, literacy, technological setups or time period might be used to reveal variations and singularities in public's behavior in terms of adaptation and mitigation policies in the agri-food and public health sectors. The proposed NC programme is developed along major axes: (1) the definition of an NC; (2) the reconstruction of food and diet histories; (3) the nutrition related epidemiology; (4) the understanding of variability of NCs; (5) the methodological diversification of NCs; (6) the quantifiable limitations and flaws of NCs. A series of indicative examples are presented regarding these NC epistemology components.

Cost-effectiveness of individual internet-based and face-to-face Mindfulness-Based Cognitive Therapy compared to treatment as usual in reducing psychological distress in cancer patients

Web-based behavioral interventions for substance use are being developed at a rapid pace, yet there is a dearth of information regarding the most effective methods for recruiting participants into web-based intervention trials. In this paper, we describe our successful recruitment of participants into a pilot trial of web-based Acceptance and Commitment Therapy (ACT) for smoking cessation and compare traditional and web-based methods of recruitment in terms of their effects on baseline participant characteristics, association with study retention and treatment outcome, yield, and cost-effectiveness. Over a 10-week period starting June 15, 2010, we recruited 222 smokers for a web-based smoking cessation study using a variety of recruitment methods. The largest portion of randomized participants were recruited through Google AdWords (36%), followed by medical Internet media (23%), standard media (14%), word of mouth (12%), broadcast emails (11%), and social media (6%). Recruitment source was not related to baseline participant characteristics, 3-month data retention, or 30-day point prevalence smoking abstinence at the 3-month outcome assessment. Cost per randomized participant ranged from $5.27/participant for word of mouth to $172.76/participant for social media, with a mean cost of $42.48/participant. Our diversified approach to recruitment, including both traditional and web-based methods, enabled timely enrollment of participants into the study. Because there was no evidence of a substantive difference in baseline characteristics, retention, or outcomes based on recruitment channel, the yield and cost-effectiveness of recruitment methods may be the more critical considerations in developing a feasible recruitment plan for a web-based smoking cessation intervention study.

Digital Marketing to Promote Healthy Weight Gain Among Pregnant Women in Alberta: An Implementation Study.

BackgroundAs the use of digital media for health promotion has become increasingly common, descriptive studies exploring current and innovative marketing strategies can enhance the understanding of effective strategies and best practices.ObjectiveThis study aims to describe the implementation of a provincial digital media campaign using complementary advertising platforms to promote healthy pregnancy weight gain messages and direct a Web audience to a credible website.MethodsThe digital media campaign occurred in 3 phases, each for 8 weeks, and consisted of search engine marketing using Google AdWords and social media advertising through Facebook. All advertising materials directed users to evidence-based pregnancy-related weight gain content on the Healthy Parents, Healthy Children website.ResultsGoogle Ads received a total of 43,449 impressions, 2522 clicks, and an average click-through rate (CTR) of 5.80%. Of people who clicked on a Google ad, 78.9% (1989/2522) completed an action on the website. Across all Facebook advertisements, there were 772,263 impressions, 14,482 clicks, and an average CTR of 1.88%. The highest-performing advertisement was an image of a group of diverse pregnant women with the headline “Pregnancy weight is not the same for every woman.”ConclusionsThis study supports the use of digital marketing as an important avenue for delivering health messages and directing Web users to credible sources of information. The opportunity to reach large, yet targeted audiences, along with the ability to monitor and evaluate metrics to optimize activities throughout a campaign is a powerful advantage over traditional marketing tactics. Health organizations can use the results and insights of this study to help inform the design and implementation of similar Web-based activities.

Interest in Skin Cancer in Urban Populations: A Retrospective Analysis of Google Search Terms in Nine Large German Cities.

Skin cancer is a major public health issue, which could be reduced through prevention programmes. How-ever, prevention utilization is not very prevalent. It is therefore important to understand individuals' interest in skin cancer. Google AdWords Keyword Planner was used to identify the search volume of terms relating to skin cancer in 9 German cities between July 2014 and June 2018. From a total of 1,203 identified keywords, 1,047 search terms were related to skin cancer, which had a search volume of 3,460,980 queries for the study period. Most terms referred to "identifying skin cancer". For melanoma, the number of Google searches per 100,000 inhabitants correlated with the cancer registry data for melanoma incidence rates (men: r = 0.810, women: r = 0.569). Assessment of this data for the different cities further enabled identification of regional variations, which could help to identify areas with a high need for targeted prevention campaigns.

İhracatta En Çok Kullanılan Müşteri Bulma Yöntemlerinin Belirlenmesi Üzerine Bir Araştırma - An Investigation on Determining The Most Frequently Used Methods of Finding Clients in Export

Companies use various methods to export. With this article, the most frequently preferred method of finding customers in the global market by the companies who want to export was investigated. A questionnaire was applied on SMEs in Izmir by using AHP method in the analysis. Consequently, it was found that the most frequently used methods of finding customers are trade fairs (%29,2), search engines including Google Adwords (%28,2), business men incorporations (%15) and e-market places (%14,5). In choosing these methods, 10 criteria including profitability, productivity, time, cost, effort, easiness, experience, trust, feedback speed and availability were considered. For these techniques, it was concluded that the criteria that SMEs give most importance to are safety of the technique (%32,5); cost of the technique (%21,6); and profitability (17,4). With the help of these results, it is aimed to create awareness about strategies of companies for finding customers in the international market.

Potential uses of an infodemiology approach for health-care services for rheumatology.

This is a demand-based infodemiology study using the Google Trends and AdWords tools to illustrate infodemiology's potential use in rheumatology. The study investigates three questions in North American countries: (1) What terms associated with "rheumatology" and "arthritis" do people search for on Google? (2) What is the search volume for disease-modifying antirheumatic drugs (DMARDs)? and (3) What is the search volume for the term "arthritis" compared with for "hepatitis C" and "breast cancer"? We conducted independent searches by country and search term for 2015-2017. Seventeen DMARDs were searched for 2015 through May 2018, with the turmeric remedy included for comparison. Data were exported to Excel for further analysis, adjusted by country population, and expressed as searches per 100,000 inhabitants (SpTh). There were approximately 550 associated terms for "arthritis" in each country, and 5679 SpTh for DMARDs across the three countries. Searches for turmeric numbered slightly lower than for all DMARDs together in Canada and the USA, but were 70% higher in Mexico. Turmeric was also searched four times more than the most-searched biological DMARD in Canada and the USA, and 60 times more in Mexico. Arthritis was more commonly searched for in Canada than hepatitis C and breast cancer, but hepatitis C was highest in the USA and breast cancer in Mexico. Monthly trends did not show expected peaks associated with arthritis awareness campaigns. Infodemiology provides preliminary information that could help in generating hypotheses, assessing health-care interventions, or even in providing patient-centered care.

Using Facebook for Large-Scale Online Randomized Clinical Trial Recruitment: Effective Advertising Strategies.

Targeted Facebook advertising can be an effective strategy to recruit participants for a large-scale online study. Facebook advertising is useful for reaching people in a wide geographic area, matching a specific demographic profile. It can also target people who would be unlikely to search for the information and would thus not be accessible via Google AdWords. It is especially useful when it is desirable not to raise awareness of the study in a demographic group that would be ineligible for the study. This paper describes the use of Facebook advertising to recruit and enroll 1145 women over a 15-month period for a randomized clinical trial to teach support skills to female partners of male smokeless tobacco users. This tutorial shares our study team’s experiences, lessons learned, and recommendations to help researchers design Facebook advertising campaigns. Topics covered include designing the study infrastructure to optimize recruitment and enrollment tracking, creating a Facebook presence via a fan page, designing ads that attract potential participants while meeting Facebook’s strict requirements, and planning and managing an advertising campaign that accommodates the rapid rate of diminishing returns for each ad.

Applied Learning through the Management of Online Educational Resources

The purpose of the website, The Digital Workplace, was originally to educate individuals on how the increasing digitalization of the workplace affects business owners and employees, especially regarding the law. Since then the website has evolved to encompass many topics where technology and the law intersect, including cloud storage, privacy, free speech, and security. The site explains the law using cases as examples, with summaries, links to court documents, and videos. The site also explains technology with explanations on types of data storage, how to secure data, and data definitions. The website initially drew a lot of traffic from local students using it as a guide for their classes. When we received the Google AdWords Grant and began advertising the website usage increased. The Google AdWords Grant has given the website a global reach. Countries such as India, the Philippines, South Africa, and the United Kingdom are frequent visitors. One thing all these countries have in common is that they are all affected by the technological revolution and it impacts all their workplaces. The issue of how to manage a growing amount of data is universal along with the questions of privacy and security that come with any data management. In today’s world, cases involving technology are at the forefront of human rights; it is important to provide accessible information to people on the law in a format that they can understand.

Medical needs and major complaints related to pruritus in Germany: a 4‐year retrospective analysis using Google AdWords Keyword Planner

It is difficult to estimate the prevalence of acute and chronic pruritus in the population at large due to a lack of affected persons seeking medical assistance. To discover the incidence of pruritus in Germany and determine what the most common related complaints are via an analysis of Google's search volume. From June 2013 to April 2017, the Google AdWords Keyword Planner was utilized to select and critically assess relevant keywords for 'pruritus'. Among a total of 13 691 470 German language Google searches on the topic of pruritus, it was found that the most searched for terms included atopic eczema (24.3%) and the layman's term for psoriasis ('Schuppenflechte'; 17.8%), as well as just psoriasis (13.4%). 'Juckreiz', the German word for pruritus, was determined to be only the sixth most searched for term (2.9%). Anal pruritus and pruritus of the entire body comprised the most searched for localizations. The various factors that impact pruritus, particularly skin conditions and disorders, were established to be among the most searched for terms (72.6%). A decreased monthly search volume was associated with the changing seasons; the summertime had the lowest number of searches for pruritus. The Google search engine analysis provided insight for this study into the unexpectedly large number of unmet medical needs of those suffering from pruritus within Germany, especially that of specific localizations on the body.

Developing and testing a web-based intervention to encourage early help-seeking in people with symptoms associated with lung cancer.

ObjectivesTo detail the development method used to produce an online, tailored, theory‐based, user‐centred intervention to encourage help‐seeking for potential lung cancer symptoms.DesignIntervention development was structured around the person‐based approach. The feasibility study involved a randomized controlled trial design.MethodsIntervention development drew on qualitative inquiries, the Theory of Planned Behaviour (TPB), and identifying concrete mechanisms of change to implement in the intervention (Behaviour Change Techniques). The final intervention involved two key features: (1) tailoring and (2) ‘TPB components’ to target beliefs about help‐seeking. In an online feasibility study, we recruited people reporting potential lung cancer symptoms using mailing lists, social media, websites, and Google AdWords. Participants were randomized to the intervention, a tailored comparison group (CG) without TPB‐components, an untailored CG with TPB components, or a CG with neither. Following treatment, participants clicked a button to indicate whether they wished to make an appointment and completed a TPB questionnaire.ResultsA total of 130 participants reporting relevant symptoms were recruited (24% of website visitors). Participants in the intervention group reported higher intention to seek help than those who received tailored information without TPB components (p = .03). User comments indicate more support is needed for people who sought help for symptoms, but felt dismissed.ConclusionsThe potential for differential dropout in online randomized trials requires careful consideration. Future help‐seeking interventions should provide support for those who have previously felt dismissed by health professionals. The feasibility study provides some evidence that our ‘TPB components’ were effective, but validation in a powered trial is necessary. Statement of contribution What is already known on this subject? People with lung cancer often delay presenting symptoms to health services.Some patients (or their family/friends) look up symptoms online before their diagnosis, to decide whether they should see a doctor.Interventions are needed to ensure people can find useful information online that will encourage them to seek help for relevant symptoms. What does this study add? Theory‐mapping and user involvement facilitated systematic intervention development.Lung cancer help‐seeking interventions should address salient beliefs and personal relevance.The potential for differential dropout in online randomized trials requires careful consideration.

Pruritus in Deutschland – eine Google-Suchmaschinenanalyse

Because affected persons often do not visit adoctor, the prevalence of chronic and acute pruritus in the general population is difficult to determine. The aim of this study is to estimate the frequency and the most common locations of pruritus in German internet users, who-with 62.4 million persons-represent alarge majority of the German population, by analysing the Google search volume. Relevant keywords for the subject "pruritus" were identified and analysed using the Google AdWords Keyword Planner. The assessment period was January 2015 to December 2016. In total the Google AdWords Keyword Planner identified 701 keywords for the topic "Juckreiz" (German lay word for pruritus), resulting in 7,531,890 pruritus-related Google searches during the assessment period. Most common search terms were the German lay term for atopic eczema ("Neurodermitis", 23.7%), the German lay term for psoriasis ("Schuppenflechte", 17.8%) and "psoriasis" (13%). The German lay term for pruritus ("Juckreiz") was only the sixth most searched term (3%). Most searches (72%) focused on influencing factors for pruritus, especially on skin diseases and skin conditions. The most commonly searched location was pruritus on the whole body, followed by anal pruritus. Analysis of the temporal course showed ahigher monthly search volume during winter. With its unconventional methodology, aGoogle search engine analysis, this study allows arough estimation of the medical need of pruritus in the German general population, which seems to be higher than expected. Especially pruritus in the anal area was identified as an unmet medical need.

What Do Germans Want to Know About Skin Cancer? A Nationwide Google Search Analysis From 2013 to 2017.

BackgroundExperts worldwide agree that skin cancer is a global health issue, but only a few studies have reported on world populations’ interest in skin cancer. Internet search data can reflect the interest of a population in different topics and thereby identify what the population wants to know.ObjectiveOur aim was to assess the interest of the German population in nonmelanoma skin cancer and melanoma.MethodsGoogle AdWords Keyword Planner was used to identify search terms related to nonmelanoma skin cancer and melanoma in Germany from November 2013 to October 2017. The identified search terms were assessed descriptively using SPSS version 24.0. In addition, the search terms were qualitatively categorized.ResultsA total of 646 skin cancer-related search terms were identified with 19,849,230 Google searches in the period under review. The search terms with the highest search volume were “skin cancer” (n=2,388,500, 12.03%), “white skin cancer” (n=2,056,900, 10.36%), “basalioma” (n=907,000, 4.57%), and “melanoma” (n=717,800, 3.62%). The most searched localizations of nonmelanoma skin cancer were “nose” (n=93,370, 38.99%) and “face” (n=53,270, 22.24%), and the most searched of melanoma were “nails” (n=46,270, 70.61%) and “eye” (n=10,480, 15.99%). The skin cancer‒related category with the highest search volume was “forms of skin cancer” (n=10,162,540, 23.28%) followed by “skin alterations” (n=4,962,020, 11.36%).ConclusionsOur study provides insight into terms and fields of interest related to skin cancer relevant to the German population. Furthermore, temporal trends and courses are shown. This information could aid in the development and implementation of effective and sustainable awareness campaigns by developing information sources targeted to the population’s broad interest or by implementing new Internet campaigns.

F120. USING DIGITAL MEDIA ADVERTISING IN EARLY PSYCHOSIS INTERVENTION

BackgroundIdentifying and engaging youth with early stage psychotic disorders in order to facilitate timely treatment initiation remains a major public health challenge. While advertisers routinely use the internet to directly target consumers, limited efforts have focused on applying available technology to proactively encourage help seeking in the mental health community. This study explores how one might take advantage of Google Adwords in order to reach prospective patients with early psychosis.MethodsA landing page was developed with the primary goal of encouraging help seeking individuals in New York City to contact their local early psychosis intervention clinic. In order to provide the best opportunity to reach the intended audience, Google AdWords was utilized linking over 2,000 manually selected search terms to strategically placed landing page advertisements. The campaign ran for 14 weeks between April 11th and July 18th 2016 with a total budget of $1427.ResultsThe ads appeared 191,313 times and were clicked on 4,350 times at a per-click cost of $.33. Many users took additional help seeking steps including obtaining psychosis specific information/education (n=1,918 / 44%), completing a psychosis self-screener (n=671 / 15%) and contacting the Early Treatment Program (n=57 / 1%).DiscussionDigital ads appear to be a reasonable and cost effective method to reach individuals who are searching for behavioral health information online. More research is needed to better understand the many complex steps between online search inquiries and making first clinical contact.

TEACHING SEARCH ENGINE MARKETING THROUGH THE GOOGLE AD GRANTS PROGRAM

Instructors may find it difficult to stay abreast of the rapidly changing nature of search engine marketing (SEM) and to incorporate hands-on, practical classroom experiences. One solution is Google Ad Grants, a nonprofit edition of Google AdWords that provides up to $10,000 monthly in free advertising. A quasi-experiment revealed no differences between students using Ad Grants and traditional AdWords to run campaigns. Google Ad Grants can be a relevant, experiential, and promising way to help students develop skills, while simultaneously benefiting nonprofit organizations. The authors provide guidance for obtaining a grant and offer approaches for incorporating grants into learning experiences.

What are people looking for when they Google “self-abortion”?

ObjectiveTo examine the motivations and circumstances of individuals seeking information about self-abortion on the Internet. Study designWe identified 26 terms that we anticipated someone might use to find information about self-abortion on the internet. Users who entered these terms into the Google search engine were provided with a link to our survey via Google AdWords. We fielded the survey over a 32-day period; users were eligible if accessing the survey from a US-based device. We examined demographic characteristics of the sample, reasons for searching for information on self-abortion, knowledge of the legality of abortion and of nearby providers, and top performing keywords. ResultsOur Google AdWords campaign containing the survey link was shown approximately 210,000 times, and clicked 9,800 times; 1,235 respondents completed the survey. The vast majority of the sample was female (96%), and 41% were minors. Almost three-quarters (73%) indicated that they were searching for information because they were pregnant and did not or may not want to be. Eleven percent had ever attempted to self-abort. One-third of respondents did not know if abortion was legal in their state of residence, and knowledge of legality did not differ by age. ConclusionsThere is interest in learning more about self-abortion on the Internet. Our findings suggest that, among those who participated in our survey, online searches for information on self-abortion may be driven by adolescents and young adults facing an unintended pregnancy. ImplicationsYoung women, in particular, may have an unmet need for information about safe and accessible abortion options.

Assessment of readability, quality and popularity of online information on ureteral stents.

To evaluate the quality and readability of online information on ureteral stents. Google.com was queried using the search terms "ureteric stent", "ureteral stent", "double J stent" and, "Kidney stent" derived from Google AdWords. Website popularity was determined using Google Rank and the Alexa tool. Website quality assessment was performed using the following criteria: Journal of the American Medical Association (JAMA) benchmarks, Health on the Net (HON) criteria, and a customized DISCERN questionnaire. The customized DISCERN questionnaire was developed by combining the short validated DISCERN questionnaire with additional stent-specific items including definition, placement, complications, limitations, removal and "when to seek help". Scores related to stent items were considered as the "stent score" (SS). Readability was evaluated using five readability tests. Thirty-two websites were included. The mean customized DISCERN score and "stent score" were 27.1±7.1 (maximum possible score=59) and 14.6±3.8 (maximum possible score=24), respectively. A minority of websites adequately addressed "stent removal" and "when to seek medical attention". Only two websites (6.3%) had HON certification (drugs.com, radiologyinfo.org) and only one website (3.3%) met all JAMA criteria (bradyurology.blogspot.com). Readability level was higher than the American Medical Association recommendation of sixth-grade level for more than 75% of the websites. There was no correlation between Google rank, Alexa rank, and the quality scores (P>0.05). Among the 32 most popular websites on the topic of ureteral stents, online information was highly variable. The readability of many of the websites was far higher than standard recommendations and the online information was questionable in many cases. These findings suggest a need for improved online resources in order to better educate patients about ureteral stents and also should inform physicians that popular websites may have incomplete information.

Lessons From Recruitment to an Internet-Based Survey for Degenerative Cervical Myelopathy: Comparison of Free and Fee-Based Methods.

BackgroundDegenerative Cervical Myelopathy (DCM) is a syndrome of subacute cervical spinal cord compression due to spinal degeneration. Although DCM is thought to be common, many fundamental questions such as the natural history and epidemiology of DCM remain unknown. In order to answer these, access to a large cohort of patients with DCM is required. With its unrivalled and efficient reach, the Internet has become an attractive tool for medical research and may overcome these limitations in DCM. The most effective recruitment strategy, however, is unknown.ObjectiveTo compare the efficacy of fee-based advertisement with alternative free recruitment strategies to a DCM Internet health survey.MethodsAn Internet health survey (SurveyMonkey) accessed by a new DCM Internet platform (myelopathy.org) was created. Using multiple survey collectors and the website’s Google Analytics, the efficacy of fee-based recruitment strategies (Google AdWords) and free alternatives (including Facebook, Twitter, and myelopathy.org) were compared.ResultsOverall, 760 surveys (513 [68%] fully completed) were accessed, 305 (40%) from fee-based strategies and 455 (60%) from free alternatives. Accounting for researcher time, fee-based strategies were more expensive ($7.8 per response compared to $3.8 per response for free alternatives) and identified a less motivated audience (Click-Through-Rate of 5% compared to 57% using free alternatives) but were more time efficient for the researcher (2 minutes per response compared to 16 minutes per response for free methods). Facebook was the most effective free strategy, providing 239 (31%) responses, where a single message to 4 existing communities yielded 133 (18%) responses within 7 days.ConclusionsThe Internet can efficiently reach large numbers of patients. Free and fee-based recruitment strategies both have merits. Facebook communities are a rich resource for Internet researchers.

A Systematic Assessment of Google Search Queries and Readability of Online Gynecologic Oncology Patient Education Materials.

The Internet is a major source of health information for gynecologic cancer patients. In this study, we systematically explore common Google search terms related to gynecologic cancer and calculate readability of top resulting websites. We used Google AdWords Keyword Planner to generate a list of commonly searched keywords related to gynecologic oncology, which were sorted into five groups (cervical cancer, ovarian cancer, uterine cancer, vulvar cancer, vaginal cancer) using five patient education websites from sgo.org . Each keyword was Google searched to create a list of top websites. The Python programming language (version 3.5.1) was used to describe frequencies of keywords, top-level domains (TLDs), domains, and readability of top websites using four validated formulae. Of the estimated 1,846,950 monthly searches resulting in 62,227 websites, the most common was cancer.org . The most common TLD was *.com. Most websites were above the eighth-grade reading level recommended by the American Medical Association (AMA) and the National Institute of Health (NIH). The SMOG Index was the most reliable formula. The mean grade level readability for all sites using SMOG was 9.4 ± 2.3, with 23.9% of sites falling at or below the eighth-grade reading level. The first ten results for each Google keyword were easiest to read with results beyond the first page of Google being consistently more difficult. Keywords related to gynecologic malignancies are Google-searched frequently. Most websites are difficult to read without a high school education. This knowledge may help gynecologic oncology providers adequately meet the needs of their patients.

When Less Is More: Empirical Study of the Relation Between Consumer Behavior and Information Provision on Commercial Landing Pages

Aim/Purpose: This paper describes an empirical examination of how users’ willingness to disclose personal data is influenced by the amount of information provided on landing pages – standalone web pages created explicitly for marketing or advertising campaigns. Background: Provision of information is a central construct in the IS discipline. Content is a term commonly used to describe the information made available by a website or other electronic medium. A pertinent debate among scholars and practitioners relate to the behavioral impact of content volume: Specifically, does a greater amount of information elicit engagement and compliance, or the other way around? Methodology: A series of large-scale web experiments (n= 535 and n= 27,900) were conducted employing a between-subjects design and A/B testing. Two variants of landing pages, long and short, were created based on relevant behavioral theories. Both variants included an identical form to collect users’ information, but different amounts of provided content. User traffic was generated using Google AdWords and randomized between the page using Unbounce.com. Relevant usage metrics, such as response rate (called “conversion rate”), location, and visit time were recorded. Contribution: This research contributes to the body of knowledge on information provision and its effectiveness and carries practical and theoretical implications to practitioners and scholars in Information Systems, Informing Science, Communications, Digital Marketing, and related fields. Findings: Analyses of results show that the shorter landing pages had significantly higher conversion rates across all locations and times. Findings demonstrate a negative correlation between the content amount and consumer behavior, suggesting that users who had less information were more inclined to provide their data. Recommendations for Practitioners: At a practical level, results can empirically support business practices, design considerations, and content strategy by informing practitioners on the role of content in online commerce. Recommendation for Researchers: Findings suggest that the amount of content plays a significant role in online decision making and effective informing. They also contradict prior research on trust, persuasion, and security. This study advances research on the paradoxical relationship between the increased level of information and online decision-making and indicates that contrary to earlier work, not all persuasion theories‎ are ‎effective online. Impact on Society: Understanding how information drives behavior has implications in many domains (civic engagement, health, education, and more). This has relevance to system design and public communication in both online and offline contexts. Future Research: Using this research as a starting point, future research can examine the impact of content in other contexts, as well as other behavioral drivers (such as demographic data). This can lead to theoretical, methodological, and practical recommendations.