The Impact of Organic versus Non-Organic Headlines on Response Rates to Search Ads.

Advertising expenditures online are now dominated by text search ads rather than display ads. Despite the importance and growth of text search ads, little research has been conducted concerning how search and display ads may be jointly deployed or how a text search ad strategy can be maximized. In this article, a model for the joint deployment of search and display ads is presented. On the basis of this model research hypotheses are tested concerning factors that influence text ad effectiveness. The research shows that text ads can be very effective in driving response especially when the text ad format is consistent with the search motives of the visitor. Implications for marketing in this environment are discussed. [ABSTRACT FROM AUTHOR]