SHOULD COMPANIES BID ON THEIR OWN BRAND IN SPONSORED SEARCH?

Tobias Blask, Burkhardt Funk, Reinhard Schulte

2011

Abstract

Sponsored Search allows companies to place text advertisements for selected keywords on Search Engine Results Pages (SERPs). The objective of the present research is to determine whether and under what circumstances it makes sense, in economic terms, for brand owners to pay for sponsored search ads for their brand keywords. This issue is the subject of a heated debate in business practice, especially when the company is already placed prominently in the organic search results. In this paper we describe and apply a non-reactive method that is based on an A/B-test. It was employed in a case study of a European Internet pharmacy. The results of this study indicate that the use of sponsored search advertising for the own brand name enables advertisers to generate more visitors (>10%), resulting in higher sales volumes at relatively low advertising costs even when the company is already listed in first position in the organic part of the respective SERP.

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Paper Citation


in Harvard Style

Blask T., Funk B. and Schulte R. (2011). SHOULD COMPANIES BID ON THEIR OWN BRAND IN SPONSORED SEARCH? . In Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011) ISBN 978-989-8425-70-6, pages 14-21. DOI: 10.5220/0003515300140021


in Harvard Style

Blask T., Funk B. and Schulte R. (2011). SHOULD COMPANIES BID ON THEIR OWN BRAND IN SPONSORED SEARCH? . In Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011) ISBN 978-989-8425-70-6, pages 14-21. DOI: 10.5220/0003515300140021


in Bibtex Style

@conference{ice-b11,
author={Tobias Blask and Burkhardt Funk and Reinhard Schulte},
title={SHOULD COMPANIES BID ON THEIR OWN BRAND IN SPONSORED SEARCH?},
booktitle={Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011)},
year={2011},
pages={14-21},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003515300140021},
isbn={978-989-8425-70-6},
}


in Bibtex Style

@conference{ice-b11,
author={Tobias Blask and Burkhardt Funk and Reinhard Schulte},
title={SHOULD COMPANIES BID ON THEIR OWN BRAND IN SPONSORED SEARCH?},
booktitle={Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011)},
year={2011},
pages={14-21},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0003515300140021},
isbn={978-989-8425-70-6},
}


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011)
TI - SHOULD COMPANIES BID ON THEIR OWN BRAND IN SPONSORED SEARCH?
SN - 978-989-8425-70-6
AU - Blask T.
AU - Funk B.
AU - Schulte R.
PY - 2011
SP - 14
EP - 21
DO - 10.5220/0003515300140021


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2011)
TI - SHOULD COMPANIES BID ON THEIR OWN BRAND IN SPONSORED SEARCH?
SN - 978-989-8425-70-6
AU - Blask T.
AU - Funk B.
AU - Schulte R.
PY - 2011
SP - 14
EP - 21
DO - 10.5220/0003515300140021