Search Engine Advertisement Design

Effects on
Click-Through Rates
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Small, four-line advertisements are often placed on the periphery
of the organic results pages for a search engine inquiry.
This paid search engine advertisement (SEA) activity was predicted
(Goodwin 2012) to have grown worldwide by 27% in
2012 to $19.5 billion, which represents some 44% of all predicted
online advertising expenditure, the other main display
advertising activity being banner advertisements. In Australia,
for example, the total online advertising expenditure is now
greater than that for newspapers and almost equal to that for
free-to-air TV (IAB and PWC 2013). Chandon, Chtourou, and
Fortin (2003) contend that much advertising on the Internet is
a form of direct marketing, likening it to consumers response
to coupons in print media or offers received via direct mail,