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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).
Inhaltsverzeichnis (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
- 2.1 Linguistic Background
- 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
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research paper focuses on analyzing the effectiveness of online advertising on search sites through an eyetracking study. The study investigates how users categorize information presented in text and picture formats, aiming to understand the influence of different presentation formats on user attention and processing.- Human categorization and the basic level advantage in online advertising
- The role of visual and verbal information in online advertising
- The impact of different presentation formats (text vs. pictures) on user attention and processing
- Analyzing user behavior and eye movements through an eyetracking study
- Exploring the implications of findings for online advertising strategies and user experience
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: Introduction This chapter introduces the study's context by highlighting the increasing importance of online advertising and the use of search engines as a primary medium for reaching internet users. It emphasizes the significance of understanding user behavior and preferences in the context of online advertising.
- Chapter 2: Theoretical Setting This chapter provides the theoretical framework for the study. It delves into the concept of human categorization and its relevance to online advertising. The chapter also discusses previous research on the topic and its implications for understanding user responses to different types of advertising.
- Chapter 3: Eyetracking Study This chapter presents the methodology and results of the eyetracking study conducted to investigate user categorization processes. It outlines the study's hypotheses, methodology, and findings. The results are presented in detail for both text and picture formats, examining the role of different presentation formats in influencing user behavior.
- Chapter 4: General Discussion This chapter provides a broader discussion of the study's findings. It analyzes the implications of the results for understanding user behavior in online advertising contexts and for developing more effective advertising strategies.
Schlüsselwörter (Keywords)
The main keywords and focus topics of this research paper include: online advertising, search engine marketing, eyetracking, human categorization, basic level advantage, text vs. picture format, user behavior, attention, processing, advertising effectiveness, and user experience. This study examines the role of human categorization in online advertising, utilizing an eyetracking study to analyze user behavior and identify the impact of different presentation formats on user attention and processing.- Arbeit zitieren
- Magdalena Zettl (Autor:in), 2009, An Eyetracking Study on Human Categorization, München, GRIN Verlag, https://www.grin.com/document/232925
