Advertising academia with sponsored search: an exploratory study examining the effectiveness of Google AdWords at the local and global level

Don Turnbull, Laura F. Bright
2008 International Journal of Electronic Business  
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 behavioural model of information seeking is suggested that could be applied for selecting appropriate types of online advertising for
more » ... wareness 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. on consumers' response to user-generated content, interactive media environments, and increasing levels of media control.
doi:10.1504/ijeb.2008.018070 fatcat:2fhultbjgfhufc4miy425eprhm