Interplay of message framing, keyword insertion and levels of product involvement in click-through of keyword search ads

Chan Yun Yoo

This study examines the effects of ad message strategies, especially message framing and keyword insertion, along with online users’ levels of product involvement in the context of keyword search ads.

Interplay of message framing, keyword insertion and levels of product involvement in click-through of keyword search ads[1]

Chan Yun Yoo

University of Kentucky

Introduction

Keyword search ads enable advertisers to target specific online users by linking advertisements to pre-identified words or phrases. This type of advertising is sometimes referred to as sponsored links, paid links or paid placements. Some ads are placed on the top, side or bottom of search engine results pages (SERPs), while other ads are placed within the context of the ‘unpaid’ results. Greater relevance of keyword search ads often generates higher click-through and conversion rates...

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