Skip to main content
About HEC About HEC Faculty & Research Faculty & Research Master’s programs Master’s programs MBA Programs MBA Programs PhD Program PhD Program Executive Education Executive Education Summer School Summer School HEC Online HEC Online About HEC Overview Overview Who We Are Who We Are Egalité des chances Egalité des chances Career Center Career Center International International Campus Life Campus Life Stories Stories The HEC Foundation The HEC Foundation Coronavirus Coronavirus Faculty & Research Overview Overview Faculty Directory Faculty Directory Departments Departments Centers Centers Chairs Chairs Knowledge Knowledge Master’s programs Master in
Management Master in
Management
MSc International
Finance MSc International
Finance
Specialized
Masters Specialized
Masters
X-HEC
programs X-HEC
programs
Dual-Degree
programs Dual-Degree
programs
Visiting students Visiting students Certificates Certificates Student Life Student Life
MBA Programs MBA MBA Executive MBA Executive MBA TRIUM EMBA TRIUM EMBA PhD Program Overview Overview HEC Difference HEC Difference Program details Program details Research areas Research areas HEC Community HEC Community Placement Placement Job Market Job Market Admissions Admissions Financing Financing Executive Education Executive Masters Executive Masters Executive Certificates Executive Certificates Executive short programs Executive short programs Online Online Train your teams Train your teams Executive MBA Executive MBA Summer School Youth Leadership Initiative Youth Leadership Initiative Summer programs Summer programs Admissions Admissions FAQ FAQ HEC Online Overview Overview Degree Program Degree Program Executive certificates Executive certificates MOOCs MOOCs
Faculty & Research

What and Where to Display in Search Ads ? Evidence from Field Experiments

03 May
2019
10:30 am
Paris
English

Participate

Add to Calendar
2019-05-03T10:30:52 2019-05-03T12:00:00 What and Where to Display in Search Ads ? Evidence from Field Experiments Information Systems and Operations Management Speaker : Ting LI Endowed Professor of Digital Business   Rotterdam School of Management (RSM)     HEC Campus - Jouy-En-Josas - Buil. V - Room Bernard Ramanantsoa Paris

Information Systems and Operations Management

Speaker : Ting LI

Endowed Professor of Digital Business  

Rotterdam School of Management (RSM)  

 

HEC Campus - Jouy-En-Josas - Buil. V - Room Bernard Ramanantsoa

Abstract: 

 

The type of information to display in search ads and how to manage them across devices are some of the questions advertisers face. We help answer these questions using field experiments. In one experiment, we randomly expose consumers to either an ad campaign that included the product price or to a similar ad that did not include the price, and find that price in search ads decreases the odds of clicking by 21% but does not affect conversion odds. Consumers’ search motives may explain these effects, as bounce rates decreased and time-on-site increased when price was included in ads. In another experiment, we explore how increasing the amount marketers spend on mobile search ads affects performance across devices. To do so, we geo-split consumers into treatment and control groups to detect lifts in impressions, clicks and conversions on mobiles, tablets and desktops in the treated regions. We find that mobile search ad effects exist and spill over to tablets and desktops: when mobile ads received increased spend, impressions, clicks and conversions rose on all devices, implying mobile ads can stimulate search across devices. One explanation is that as consumers travel down the purchase path, they move from smaller to larger devices due to differences in device capabilities. Taken together, our findings highlight how search ads can shape consumers’ online path to purchase. 

Bio: 

 

 https://www.rsm.nl/people/ting-li/  

Participate

Add to Calendar
2019-05-03T10:30:52 2019-05-03T12:00:00 What and Where to Display in Search Ads ? Evidence from Field Experiments Information Systems and Operations Management Speaker : Ting LI Endowed Professor of Digital Business   Rotterdam School of Management (RSM)     HEC Campus - Jouy-En-Josas - Buil. V - Room Bernard Ramanantsoa Paris