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Due to the importance of Search Engine Marketing, the following research paper is concerned with online advertising on search sites. Advertisements displayed on search engine websites consist of text only and are triggered via keywords. This means that online advertisers choose keywords which determine when to show their advertisement. Of course, it is not solely the selected keywords which determine if the ad is displayed or not. There are other important factors, such as the quality of the website and the budget the advertiser is willing to spend. However, on the whole, the keywords and the ad text are highly important in keyword-based Online Advertising. This points to the fact that the success of an online advertisement is mainly determined by language and the Internet user's interaction with language. If there are words which are more likely to be used as search terms by Internet users, then online advertisers should include these words in their ad text and their keyword list rather than other words. The better the keywords and ad text match the user's search term, the higher the probability that the ad will be displayed and the better the ad performance.
This paper aims to give an answer to the question of which words are preferably used by Internet users when they place a search query. Concluding from this, the thesis intends to provide advertisers with recommendations for keywords that ensure a successful ad performance. In order to deal with this issue, the linguistic theory of the basic level concept will be applied to keyword- based Online Advertising. According to the basic level advantage, basic level words carry the most information, are most distinctive and are preferably used in speaking (cf. Rosch et al. 1976).
Table of Contents
1. Introduction
2. Theoretical Setting
2.1 Linguistic Background
2.1.1 Human Categorization
2.1.2 Previous Research
2.2 Online Advertising
3. Eyetracking Study
3.1 Hypotheses
3.2 Method
3.3 Results and Discussion
3.3.1 Results and Discussion: Word Group
3.3.2 Results and Discussion: Picture Group
4. General Discussion
5. Future Research
6. Conclusion
Research Objectives and Core Themes
This thesis examines the linguistic and cognitive factors influencing the search behavior of Internet users within the context of keyword-based online advertising, specifically applying the "basic level advantage" theory to determine optimal keyword selection for different categories of search intent.
- Application of Rosch's basic level concept to online search behavior.
- Comparative analysis of search behavior using both textual and pictorial stimuli.
- Investigation of three specific categories: objects, products/brands, and abstract notions.
- Evaluation of user gaze patterns via eyetracking methodology.
- Provision of strategic recommendations for keyword-based online advertising.
Excerpt from the Book
2.1.1 Human Categorization
Real world objects do not crop up randomly with certain attributes. As Rosch et al. (1976) found, features such as have wings mostly appear with have feathers (383). Further examples can easily be detected in our everyday life: Barking is mostly associated with dogs, wet is more likely to be found with rain than with sun, the attribute have leaves often goes together with have blossoms. Hence, our world does not consist of "intrinsically separate things" (Rosch et al. 1976: 383), but the occurrence of attributes with certain objects in our world is structured. This, in turn, has an impact on our perception of the world. There must be an equivalent system in our mind organizing real world objects and attributes. From an economic point of view, this approach makes sense when considering the infinite number of objects in the world and the finite capacity of our mind. A structure within our mental storage of words, namely the mental lexicon, is required in order to enable us to easily access new unknown objects and their attributes. Otherwise, our mind would not be able to deal with the extensive information load of the external world (Radford et al. 1999: 193).
In order to approach the idea of the mental structure, one should think of language as a medium to describe the world and to express thoughts. In general, a language consists of lexemes, which are defined as the "abstract notion of words" (Radford et al. 1999: 66). When describing the world or expressing thoughts, one makes use of lexemes. According to Frege (1982: 210), a word or, to use the linguistic term, lexeme is three-fold. It consists of its linguistic sign and its referent, which constitutes the meaning of the word by relating it to a definite object in the external real world. The third dimension of a lexeme is its sense, which further determines the meaning of the word by forming a mental representation of this word in the human mind.
Summary of Chapters
1. Introduction: Outlines the significance of the World Wide Web and online advertising, focusing on the role of search engines and the critical necessity of keyword matching.
2. Theoretical Setting: Discusses the fundamentals of human categorization, taxonomic structures, and the basic level advantage, followed by an overview of current trends and mechanisms in online advertising.
3. Eyetracking Study: Details the experimental design, the formulation of hypotheses regarding search behavior across different conceptual levels, and the presentation of results for word-based and picture-based stimulus groups.
4. General Discussion: Synthesizes the experimental findings, providing actionable recommendations for online advertisers regarding keyword selection for objects, products, and abstract concepts.
5. Future Research: Suggests avenues for expanding the study, including larger participant groups, more diverse demographics, and the analysis of multi-word search queries and mobile advertising.
6. Conclusion: Summarizes how conceptual hierarchies impact search performance and reinforces the practical application of linguistic theory in enhancing marketing efficiency.
Keywords
Online Advertising, Search Engine Marketing, Human Categorization, Basic Level Advantage, Eyetracking, Taxonomy, Keyword Selection, Cognitive Processes, Mental Lexicon, Consumer Behavior, Brand Awareness, Informativeness, Distinctiveness, Typicality, Abstract Notions.
Frequently Asked Questions
What is the primary focus of this research paper?
The paper explores how linguistic theories of categorization—specifically the "basic level advantage"—can optimize keyword-based online advertising by predicting which search terms users are most likely to employ.
What are the central thematic fields?
The research integrates linguistics (human categorization and taxonomies) with digital marketing (Search Engine Marketing and consumer search behavior).
What is the core research objective?
The study aims to identify whether Internet users prefer "basic level" words when performing searches for objects, products, or abstract notions, in order to guide advertisers on how to improve ad relevance and performance.
Which scientific method was utilized?
The author employed an experimental eyetracking study, measuring fixations, saccades, and dwell times to analyze how participants interact with different levels of abstraction in textual and visual stimuli.
What topics are covered in the main body?
The main body covers the linguistic theory of taxonomies, the current mechanisms of Google AdWords and keyword auctions, the design and procedure of the eyetracking experiments, and a comprehensive analysis of user responses to varying levels of classification.
Which keywords best characterize this work?
The work is defined by terms such as Online Advertising, Basic Level Advantage, Eyetracking, Search Engine Marketing, and Categorization Theory.
How did brand logos affect the findings in the picture group?
The results indicated that brand logos are highly influential, sometimes more so than the product name, necessitating that advertisers consider visual brand equity in their promotional strategies.
Why did the study categorize results into objects, brands, and abstract notions?
This classification allows for a nuanced understanding of search behavior; the study found that user preferences shift based on the category (e.g., preference for brand names in product searches vs. superordinate terms for abstract notions).
Are the findings for text-based and image-based searches consistent?
Not entirely; while the basic level advantage was generally supported, the study found that visual stimuli—such as brand logos or specific product colors—introduced additional influences that caused minor deviations from the textual data.
What is the specific recommendation for advertisers regarding abstract notions?
The study suggests that because subordinates are often too informative and least distinctive for abstract concepts, advertisers should avoid using highly specific subordinate terms as keywords for these categories.
- Quote paper
- Magdalena Zettl (Author), 2009, An Eyetracking Study on Human Categorization, Munich, GRIN Verlag, https://www.grin.com/document/232925
