Consumers suspicious of sponsored links
You can't fool all of the users all of the time ...
"Sponsored links are marketed as a sure-fire way to lure consumers to specific Web sites, but a Penn State study shows most online shoppers don't take the bait.
"Consumers have a bias against the links that businesses pay search engines to provide," said Jim Jansen, assistant professor in the Penn State School of Information Sciences and Technology (IST). "By themselves, sponsored links appear not to be a viable business model and should be only one part of an online advertising campaign."
The Penn State IST researcher presented that finding June 5 at the Sixth ACM Conference on E-commerce in Vancouver, Canada. Details of the study are in a paper, "Examining Searching Perceptions of and Interactions with Sponsored Results," co-authored with Marc Resnick, associate professor of industrial and systems engineering, Florida International University.
The researchers found that on more than 80 percent of the searches, study participants went first to the results identified as "organic." Sponsored links were viewed first for only six percent of the time.
The quality of the sponsored links isn't the issue; it's the placement of the results, he added." continued ... (Via PhysOrg)
"Sponsored links are marketed as a sure-fire way to lure consumers to specific Web sites, but a Penn State study shows most online shoppers don't take the bait.
"Consumers have a bias against the links that businesses pay search engines to provide," said Jim Jansen, assistant professor in the Penn State School of Information Sciences and Technology (IST). "By themselves, sponsored links appear not to be a viable business model and should be only one part of an online advertising campaign."
The Penn State IST researcher presented that finding June 5 at the Sixth ACM Conference on E-commerce in Vancouver, Canada. Details of the study are in a paper, "Examining Searching Perceptions of and Interactions with Sponsored Results," co-authored with Marc Resnick, associate professor of industrial and systems engineering, Florida International University.
The researchers found that on more than 80 percent of the searches, study participants went first to the results identified as "organic." Sponsored links were viewed first for only six percent of the time.
The quality of the sponsored links isn't the issue; it's the placement of the results, he added." continued ... (Via PhysOrg)
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