Should Companies Bid on their Own Brand in Sponsored Search ?
Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review
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Should Companies Bid on their Own Brand in Sponsored Search ? / Blask, Tobias; Funk, Burkhardt; Schulte, Reinhard.
ICE-B 2011: Proceedings of the International Conference on e-Business. ed. / David A. Marca; Boris Shishkov; Marten van Sinderen. Science and Technology Publications, Lda (SciTePress), 2011. p. 14-21 (ICE-B 2011 - Proceedings of the International Conference on e-Business).Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review
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TY - CHAP
T1 - Should Companies Bid on their Own Brand in Sponsored Search ?
AU - Blask, Tobias
AU - Funk, Burkhardt
AU - Schulte, Reinhard
N1 - Conference code: 10
PY - 2011
Y1 - 2011
N2 - Sponsored Search allows companies to place text advertisements for selected keywords on Search Engine Results Pages (SERPs). The objective of the present research is to determine whether and under what circumstances it makes sense, in economic terms, for brand owners to pay for sponsored search ads for their brand keywords. This issue is the subject of a heated debate in business practice, especially when the company is already placed prominently in the organic search results. In this paper we describe and apply a non-reactive method that is based on an A/B-test. It was employed in a case study of a European Internet pharmacy. The results of this study indicate that the use of sponsored search advertising for the own brand name enables advertisers to generate more visitors (>10%), resulting in higher sales volumes at relatively low advertising costs even when the company is already listed in first position in the organic part of the respective SERP.
AB - Sponsored Search allows companies to place text advertisements for selected keywords on Search Engine Results Pages (SERPs). The objective of the present research is to determine whether and under what circumstances it makes sense, in economic terms, for brand owners to pay for sponsored search ads for their brand keywords. This issue is the subject of a heated debate in business practice, especially when the company is already placed prominently in the organic search results. In this paper we describe and apply a non-reactive method that is based on an A/B-test. It was employed in a case study of a European Internet pharmacy. The results of this study indicate that the use of sponsored search advertising for the own brand name enables advertisers to generate more visitors (>10%), resulting in higher sales volumes at relatively low advertising costs even when the company is already listed in first position in the organic part of the respective SERP.
KW - Business informatics
KW - Sponsored Search
KW - Search Engine Marketing
KW - Brand Marketing
KW - Paid Search
KW - Brand marketing
KW - Branded keywords
KW - E-commerce
KW - Keyword selection
KW - Paid search
KW - Search engine marketing
KW - Sponsored search
KW - Brand marketing
KW - Branded keywords
KW - E-commerce
KW - Keyword selection
KW - Paid search
KW - Search engine marketing
KW - Sponsored search
UR - http://www.scopus.com/inward/record.url?scp=80052486416&partnerID=8YFLogxK
M3 - Article in conference proceedings
SN - 978-989-8425-70-6
T3 - ICE-B 2011 - Proceedings of the International Conference on e-Business
SP - 14
EP - 21
BT - ICE-B 2011
A2 - Marca, David A.
A2 - Shishkov, Boris
A2 - van Sinderen, Marten
PB - Science and Technology Publications, Lda (SciTePress)
T2 - 10th International Conference on e-Learning, e-Business, Enterprise Information Systems, and e-Government - EEE 2011
Y2 - 18 July 2011 through 21 July 2011
ER -