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Journal of Management Information Systems Volume 30, 2014 - Issue 4
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Original Article

Differential Effects of Keyword Selection in Search Engine Advertising on Direct and Indirect Sales

Xianghua Lu Department of Information Management and Information Systems, School of Management, Fudan University, China
&
Xia Zhao Bryan School of Business and Economics, University of North Carolina at Greensboro
Pages 299-326 | Published online: 08 Dec 2014

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Qing Huang, Bingjia Shao, Xiaoling Li, Tao He, Juanyi (Sunny) Liu & Xinjian Li. (2023) The Challenge of a Prominent Position: Decomposing Shopping Goals in Sponsored Search Advertising. Journal of Advertising 52:1, pages 115-132.
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Zike Cao, Junhong Chu, Kai-Lung Hui & Hong Xu. (2021) The Relationship Between Online Referral Marketing and Price Promotion: Evidence from a Large E-Commerce Platform. Journal of Management Information Systems 38:3, pages 855-888.
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Zhi Yang, Yueyan Wu, Chongyu Lu & Yangjun Tu. (2020) Effects of paid search advertising on product sales: a Chinese semantic perspective. Journal of Marketing Management 36:15-16, pages 1481-1504.
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Huiran Li & Yanwu Yang. (2020) Optimal Keywords Grouping in Sponsored Search Advertising Under Uncertain Environments. International Journal of Electronic Commerce 24:1, pages 107-129.
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Hamed Jafarzadeh, Aybüke Aurum, John D’Ambra, Babak Abedin & Behrang Assemi. (2015) Search Engine Advertising Adoption and Utilization: An Empirical Investigation of Inflectional Factors. Journal of Organizational Computing and Electronic Commerce 25:4, pages 402-427.
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Articles from other publishers (31)

Cheng Luo, Zhenhui (Jack) Jiang, Xiuping Li, Cheng Yi & Catherine Tucker. (2023) Choosing to Discover the Unknown: The Effects of Choice on User Attention to Online Video Advertising. Management Science.
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Pingjun Jiang. (2023) Automated bidding vs manual bidding strategies in search engine marketing: a keyword efficiency perspective. Journal of Marketing Analytics.
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Iman Ahmadi, Nadia Abou Nabout, Bernd Skiera, Elham Maleki & Johannes Fladenhofer. (2023) Overwhelming targeting options: Selecting audience segments for online advertising. International Journal of Research in Marketing.
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Jin Zhang, Jilong Zhang & Guoqing Chen. (2021) A semantic transfer approach to keyword suggestion for search engine advertising. Electronic Commerce Research 23:2, pages 921-947.
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Zongwei Li, Xu Tian, JiaNing Chen, Lingling Ren & YanHui Zhang. (2023) Does complementary role matter? An empirical study on paid search and social ads on purchase. South African Journal of Business Management 54:1.
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Tarun Gupta & Supriya bansal. (2023) Impact of Keywords in Product Title on Product Sales Conversion. SSRN Electronic Journal.
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Dennis Ahrholdt, Goetz Greve & Gregor HopfDennis Ahrholdt, Goetz Greve & Gregor Hopf. 2023. Online-Marketing-Intelligence. Online-Marketing-Intelligence 25 66 .
Nadine Ampler, Christian Koch & Rainer Olbrich. 2023. Advances in Digital Marketing and eCommerce. Advances in Digital Marketing and eCommerce 9 19 .
Henk Lütjens, Maik Eisenbeiss, Maximilian Fiedler & Tammo Bijmolt. (2022) Determinants of consumers’ attitudes towards digital advertising – A meta-analytic comparison across time and touchpoints. Journal of Business Research 153, pages 445-466.
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Amit Bhatnagar, Prabuddha De, Arun Sen & Atish P. Sinha. (2022) Customer-initiated and firm-initiated online shopping visits under competition for attention: A conceptual model and empirical analysis. Decision Support Systems 163, pages 113844.
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Shiu-Li Huang & Yi-Hsien Lin. (2022) Exploring consumer online purchase and search behavior: An FCB grid perspective. Asia Pacific Management Review 27:4, pages 245-256.
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Xia Cao, Zhi Yang, Feng Wang, Chongyu Lu & Yueyan Wu. (2021) From keyword to keywords: the role of keyword portfolio variety and disparity in product sales. Asia Pacific Journal of Marketing and Logistics 34:6, pages 1285-1302.
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Anett Erdmann, Ramón Arilla & José M. Ponzoa. (2022) Search engine optimization: The long-term strategy of keyword choice. Journal of Business Research 144, pages 650-662.
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Anteneh Ayanso, Derek Visser, Reena Yoogalingam & Martin Kusy. (2022) Integrating Keyword Segmentation and Budget Allocation Decisions in Sponsored Search Advertising. International Journal of E-Business Research 18:1, pages 1-23.
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Mengzhou Zhuang, Eric (Er) FangJongkuk Lee & Xiaoling Li. (2021) The Effects of Price Rank on Clicks and Conversions in Product List Advertising on Online Retail Platforms. Information Systems Research 32:4, pages 1412-1430.
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Alex Jiyoung Kim, Sungha Jang & Hyun S. Shin. (2021) How should retail advertisers manage multiple keywords in paid search advertising?. Journal of Business Research 130, pages 539-551.
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Shuai Yang, Joseph Pancras & Yiping (Amy) Song. (2021) Broad or exact? Search Ad matching decisions with keyword specificity and position. Decision Support Systems 143, pages 113491.
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Masha Krupenkin, Elad Yom-Tov & David Rothschild. (2021) Vaccine advertising: preach to the converted or to the unaware?. npj Digital Medicine 4:1.
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Belem Barbosa, Zaila Oliveira, Sandrina F. Teixeira & Vasco Paço Gomes. 2021. Advanced Digital Marketing Strategies in a Data-Driven Era. Advanced Digital Marketing Strategies in a Data-Driven Era 123 144 .
Patrick Winter & Paul Alpar. (2019) Effects of search engine advertising on user clicks, conversions, and basket choice. Electronic Markets 30:4, pages 837-862.
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Feng Wang, Li Zuo, Zhi Yang & Yueyan Wu. (2019) Mobile searching versus online searching: differential effects of paid search keywords on direct and indirect sales. Journal of the Academy of Marketing Science 47:6, pages 1151-1165.
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Hamed Jafarzadeh, Babak Abedin, Aybüke Aurum & John D'Ambra. (2019) Search Engine Advertising Perceived Effectiveness. Journal of Organizational and End User Computing 31:4, pages 46-73.
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Yin Kang & Lina Zhou. (2019) Helpfulness Assessment of Online Reviews. ACM Transactions on Management Information Systems 10:3, pages 1-18.
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Michael Scholz, Christoph Brenner & Oliver Hinz. (2019) AKEGIS: automatic keyword generation for sponsored search advertising in online retailing. Decision Support Systems 119, pages 96-106.
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Dennis Ahrholdt, Goetz Greve & Gregor HopfDennis Ahrholdt, Goetz Greve & Gregor Hopf. 2019. Online-Marketing-Intelligence. Online-Marketing-Intelligence 23 53 .
Dennis Ahrholdt, Goetz Greve & Gregor HopfDennis Ahrholdt, Goetz Greve & Gregor Hopf. 2019. Online-Marketing-Intelligence. Online-Marketing-Intelligence 235 254 .
Darius Schlangenotto, Dennis Kundisch & Nancy V. Wünderlich. (2018) Is paid search overrated? When bricks-and-mortar-only retailers should not use paid search. Electronic Markets 28:4, pages 407-421.
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Kutlwano K.K.M. Ramaboa & Peter Fish. (2018) Keyword length and matching options as indicators of search intent in sponsored search. Information Processing & Management 54:2, pages 175-183.
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Bilal Aslam & Heikki Karjaluoto. (2017) Digital advertising around paid spaces, E-advertising industry’s revenue engine: A review and research agenda. Telematics and Informatics 34:8, pages 1650-1662.
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Peng Luo, Kun Chen & Chong Wu. (2016) Measuring social influence for firm-level financial performance. Electronic Commerce Research and Applications 20, pages 15-29.
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Carsten D. Schultz. 2016. Encyclopedia of E-Commerce Development, Implementation, and Management. Encyclopedia of E-Commerce Development, Implementation, and Management 310 328 .

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