Arama Motoru Reklamciliğinda Kullanilan Performans Metriklerinin Aida Reklam Modeline Uyarlanmasi

1st International Conference on New Trends in Communication 1. Uluslararası İletişimde Yeni Yönelimler Konferansı

ARAMA MOTORU REKLAMCILIĞINDA KULLANILAN PERFORMANS METRİKLERİNİN AIDA REKLAM MODELİNE UYARLANMASI

Emel Poyraz1 ve Naim Çetintürk2 Özet Arama Motoru Reklamcılığı internet dünyasındaki en güçlü reklam araçlarından biri olma konumundadır. Mobil teknolojilerin giderek gelişmesi ve bu alandaki cihazların da gelişerek yaygınlaşması ile beraber, mobil internet kullanımı da giderek yükselmiş ve arama motorları önemini giderek daha da artırmıştır. Günümüz iş dünyasında arama motoru reklamları vasıtası ile elde edilen sonuçlar; reklama yapılan yatırımın geri dö- nüşünü ölçümlemek amacıyla Bin Gösterim Başına Maliyet – BGBM, Tıklama Başına Maliyet – TBM veya Edinim Başı Maliyet – EBM gibi çeşitli metriklerle ölçümlenmektedir. Bu ölçekler reklam yapılan arama motoru mecrasının ne denli etkin ve verimli olduğunu anlamak amacıyla kullanılır. Bu çalışma vasıtası ile arama motoru reklamcılığında kulla- nılan bu metriklerin (Tıklama, Gösterim, Dönüşüm gibi) AIDA reklam modeli ile uygun- luğunu ortaya koymak ve söz konusu metrikleri uygun bir teorik çerçeveye oturtarak elde edilen bu parametrelerin doğru reklam modeli çerçevesinde nasıl değerlendirilebileceği tanımlanmaktadır. Anahtar Kelimeler: Arama Motoru Reklamı, Goolge Adwords, AIDA

DEFINING SEARCH ENGINE ADVERTISING METRICS ACCORDING TO AIDA ADVERTISING MODEL Abstract SEM (Search Engine Marketing) is one of the most powerful advertising tool on internet. With the development of mobile technologies and devices, search engines has became 219 much more important. In today’s business world, search engine advertising is assessed with ROI metrics such as CPM, CTR, CPL and so on, to understand efficiency of the medium.This study aims to define digital advertising ROI metrics inline with AIDA advertising model and provide a therotical framework regarding how to match-up SEM metrics (such as Click, Impression, Conversion) with AIDA advertising model, to evaluate obtained parameters in an academic manner. Keywords: Search Engine Marketing, Google Adwords, AIDA

1. Introduction Digital Advertising as all we know, is not significantly a different concept comparably to traditional advertising in terms of aims and expectations from it. Just as in traditional marketing and advertising, marketers are using digital marketing tools for purposes such as “Attitude Development”, “Raising Awareness”, “Product Selling” and “Generate Brand Loyalty”. So it can be defined that Digital Advertising is a combination of very wide- spread tools which aims to deliver desired advertising message to target audience by using World Wide Web (WWW) environment and by inspiring potential customers it also aims to generate demand for a particular product or service. Similar to traditional advertising, business professionals demand precise results from digital marketing activities. This brings the question about how it can smoothly be possible to measure effectiveness and performance of digital advertising results.

1. Assoc. Prof. Dr., Marmara University, Communication Faculty, Public Relations and Publicity [email protected] 2. Phd Student, Marmara University, Public Relations and Publicity, [email protected] 1st International Conference on New Trends in Communication 1. Uluslararası İletişimde Yeni Yönelimler Konferansı

Digital advertising which is mainly consist of display and search ads, combined under big search engine platforms like Google Adwords, Yandex Direct, Bing etc. will be the main focus are of this work. Although there are some metrics supplied by these search engines and many works about how to measure effectiveness of digital advertising, there should be a framework about defining and combining search engine results with reli- able advertising measurement metrics. This paper aims to generate one, by using AIDA model and search engine result metrics. 2. Various Types of Digital Advertising In modern world, digital marketing tools are enhanced with strong targeting models and opportunities. Marketers can classify their target audience according to socio-de- mographic variables, location, type and model of device used (mobile, tablet or desktop and several models of it), internet usage patterns etc. This diversification is also supported by different types of advertising mediums according to internet techology, device type, placement of content and so on. We can classify various types of digital advertising mediums in 7 categories: Display Ads, Search Engine Ads, Real Time Bidding (RTB) Platform Ads, E-Mail Ads (or Mail Marketing Ads), Native Ads, Mobile Ads and Social Media Ads. Display Advertisements are based on showing the ad image prepared by advertiser in various formats such as .JPG, .PNG, .GIF to target audience and thus it is expected to redirect web visitors to advertiser’s web page by clicking on those ad images called “banner”. Banners, which are main advertisement items of digital advertising can be both prepared in static or animated formats. And generally contains message, image, call to action buttons with text like “Click Here”. Display advertisements, differentiates from 220 search ads with reaching several web results by typing keywords, are generally located in forum pages, personal blogs, different web portals, online newspapers and web pages of personal or corporate publishers (Roels and Fridgeirsdottir, 2009:453). Today either personal or corporate web site publishers can earn income by registering to Google Ad- sense digital advertising program, and sparing some specific banner areas. So it means; although Google is a search engine, it also provides a wide-range of web page selection for advertisers to put their banners on millions of web pages by using Google Display Ad Network, named as GDN – Graphic Display Network (Both and Koberg, 2012:9-11). There are many forms of display advertisements. But to make a generalization, it can be a good source, Internet Advertising Bureau (IAB) standarts. According to these standards 486x60 pixels named as “Full Banner”, 728x90 pixels named as “Leaderboard”, 970x250 pixels named as “Billboard”, 180x150 pixels named as “Small Rectangle”, 970x90 pixels named as “Large Leaderboard”, 300x600 pixels named as “Half Page”, 160x600 pixels named as “Wide Skyscraper”, 120x600 pixels named as “Skyscraper”, 300x250 pixels named as “Inline Rectangle”, 250x250 pixels named as “Square” and 200x200 pixels named as “Small Square” are the most preferred banner sizes used in digital advertising (IAB, 2016). Other than these standard sizes there are also new and creative display ad types, which are specially implemented on web sites. Ad images that located on top, left and right side of a web page called Page Skin (Hay and Walker, 2008:154). Similar to Page Skin, if there are only left and right images located in the web page, then this display ad called as Rail Banner, as two long images seems like a rail way. Finally a new version which is firstly implemented by Google on Youtube videos (Miller, 2016:36), Page Overlay is an ad image opened as a new layer, over the visited web site with a page close option. 1st International Conference on New Trends in Communication 1. Uluslararası İletişimde Yeni Yönelimler Konferansı

Search Engine Advertisements are very effective digital advertisement tool since its first use. Search engine ads are designed as text ad messages, which seems like organic results listed in the top page of a search engine, when an internet user makes a search on engines like Google, Bing, Yandex, Yahoo etc. with desired keyword(s). The reason behind advertiser’s positive attribute against search engineadvertising, is the target audience’s desire to make a search about a topic, a product or a specific topic. As internet users are keen to get detailed information about the topic that they search, advertsier will have a chance to present his product or service related to that search, which means a very good chance to make a sale, to a person who is looking for information about that particular subject. The good side of the search engine advertisement is independent from your overall budget size, it welcomes every kind of business, small or big (Lee and Seda, 2009:3-4). In search advertising, there are a list of keywords and combinations, created by advertiser to reach proper internet users who makes a serach about those keywords. Good and advantageous side of search advertisement, compared to display ads, advertiser pays only for clicks. Which means, there is no budget wasted to show ad message to any, message can be seen by only relevant internet users who make search about that topic. Also this will positively affect advertising efficiency (Klapdor, 2012:17- 18). A successful search engine advertisement consists of 3 elements. “Keyword” which is decide whether an add will be shown or not, “Ad Text” is the main message which will deliver to audience and the “Landing Page” the web site will be visited by audience after clicking the ad (Szetela and Kerschbaum, 2010:5-7). The relevancy of kewords & ad texts and content of landing page generates a Quality Score which will affect the performance of a search engine ad campaign. In search engine advertising keywords and ad texts can be grouped according to similarities. These groups are defined as “Ad Group”, which allows advertisers to use different texts and keywords for different product and services 221 (Work, 2008:78). Serach engine advertisements in Google Adwords platform, can be di- versified by adding additional features which is called “Extensions”. An extension can be in a Sitelink format, which aims to redirect internet user to detail page of a product or service, instead of main page. It can be a Location, which shows exact address on a map of the advertiser. Or it can be Call extension, which allows visitor to click and call. This extension is very useful for inbound marketing campaigns. There are other forms of extensions like app-download buttons, social ads, callouts or offers. Real Time Bidding (RTB) is relatively new era in the digital marketing, which brings web site owners and advertisers in the same buying platform. There is an autonomic algorythm which runs pre-defined parameters and decide whether an offer made by an advertiser would be eligible to be displayed on an advertising network which consist of many pages. This is like a real time auction, run by an automated machine. This programmatic auction has competitive approach which aims to maximize profit of advertising mediums (Donnellan et. al., 2015:19). There are 2 sides in Real Time Bidding advertisement. One is RTB application Works via APIs and reaches to publishers like a network, the other side is advertisers’ media buying platform which is generally called as DSP – Demand Side Platform. These two sides come together and pre-defined bids of advertisers competes to get the most impression(Lee, 2016:1267). Mail Advertising is a traditional way to get in touch with potential customers by try- ing to reach them via mail adresses. Advertisers can either be sponsor of a newsletter or place their ad image into a particular place. By doing this, its possible to reach all those subscribers and let them know about the product or service. Mail advertising is a traditional and popular way for marketers to introduce of a specific product to potential customers (Lisica et. al., 2012:1146). There are different tpye of third parties which sup- 1st International Conference on New Trends in Communication 1. Uluslararası İletişimde Yeni Yönelimler Konferansı

ports advertiser. Some of them provides service for mail content creation, some of them provided subscriber lists according to defined target audience and some of them provides technical support, about mass mail sending, performance statistics, black-listing or anti-spamming issues. There are two different ways to make a mailing for potentials. A company can send its advertising message to its own subscribers, or can find a paid- list. In both alternatives, mail receivers should have allowed advertiser for such promo mailings. This is is called as being “Opt-in” user. If a user decides to leave that group and takes an action for removing himself, than that users status changes as “Opt-out”. Newsletters send to “Opt-out” receivers defines as “Spam Mailing”. Marketin professionals generally thinks that mailings with “Opt-in” receivers works very efficiently (Turow, 2011:499). Native Ads are generally percieved like an organic content of a web page but it aims to promote a product or service. Although advertorial in traditional advertising seems like Native Ads in digital marketing, they are practically different. Because an advertorial generally placed as an article inside a publication (Okumuş et. al., 2011:176-194). But native ads can sometimes be a video, as either it can be a listing or a news inside a newsfeed. The main feature of Native Ads are being viewed as a normal, or organic content but works as an advertisement. Because whatever the format (a video or an article or an image), it is containing information about a product or service. Native ads generally preferred to use inside news feed, paid listings, suggestion & how-to articles or inside mobile applications (Gold, 2015:64-72). Mobile Ads are mostly consist of same advertising materials but basically optimised for mobile devices such as smart phones or tablet computers. All kind of display or search 222 ads, are showing to mobile users. While marketers upload a campaign into advertising panels such as Adwords, they also adds (especially in Display Ads) banner sizes that suitable for mobile view. But ofcourse there are some other traditional models, such as SMS – Short Message Service ads, MMS – Multimedia Message Service ads. There is no need to do an extra adjustment, writing a new keyword combination or ad text for search ads, as they use same texts and keywords for both desktop and mobile devices. So ex- cept SMS and MMS ads, all payment and performance metrics of Mobile Ads are same with desktop based Search Advertisements and Display Advertisiements. But there are also new ways to get benefit from Mobile world. Video ads, shown to mobile users without skip option for certain amount of time (like 5 or 10 seconds), is a good example. Its indicated that mobile video viewers do not feel too much disturbed with watching short-promo-videos and this makes video ads very efficient media (Mena, 2013:6). An- other alternative for mobile ads is inside-app application advertisement. These ads are shown inside an application to downloaders are current app users. Several possibilites for presenting an ad to users are In App Display Advertising with Images, Integrated Ad (it can be integrated inside a game), Brand-Oriented Mobile Application supported or develeoped by a brand and finally Sponsored Mobile Application(Schlee, 2013:58). Social Media Ads are very strong advertising model especially in audience targeting. People are happy to share their likes, habits, updates with people and by this way social media mediums can track people by cookies, thus it allows advertisers to make very nar- row targeting among all users. Facebook and Twitter Ads are main 2 media for social media advertising. Lately Instagram (embedded in Facebook Advertising Manager panel) and Linkedin also appeared as strong alternatives. Social media ads are basically advertisement images with written ad messages, put inside a users personal newsfeed or timeline. Users are facing with a social media ad while they are scrollin the news down. 1st International Conference on New Trends in Communication 1. Uluslararası İletişimde Yeni Yönelimler Konferansı

There are also some advertising models in social media channesl to boost the number of followers of an account, or to increase the number of likes & shares of a particular post. It depends on advertisers strategy and expectations from advertising campaign. 3. Common Performance and Cost Metrics of These Digital Advertising Types Digital advertising differs from traditional advertising both in media buying and performance evaluation processes. For example the cost of a traditional press ad is being calculated according to the size of the ad that take on magazine or newspaper. Its similar but slightly different for outdoor medium. Its calculated with the overall number of billboards but another metric, the duration is also calculated to determine the total cost of a billboard campaign. In television and radio, duration of a commercial is the most critical variable to specify a cost of an advertisement. Also other metrics are taken into account when defining cost of a TV commercial: predicted reach ratio to a specified target audience and popularity/price index for the Channel or Show, all these metrics are defined as GRP score. As a conclusion for traditional media, duration and the popularity are the most important factors to understand the cost of an ad. But in digital advertising its different. The important metric is how people will engage with the advertisement. Thats why digital marketing campaigns named with “Performance Marketing” as they bring several type of engagements. Cost-Per-Click is the most common payment model in digital advertising, which as- sumed by marketers as the most effective advertising model in terms of cost-efficiency. In CPC model a cost occurs only when an internet visitor make search with a keyword or see an ad banner and then “clicks” on it (Ghose and Yang, 2009:1605-1622). Otherwise, if there is no click, it mens there will not be any cost for advertiser. This model is mainly preferred digital advertising payment/campaign type as advertisers pays only for an ac- 223 tion taken by potential customers. Cost per click type, is mainly uses “Number of Clicks” as measurement metric. Cost-Per-Mille is a model that a generally preferred by niche web sites with lower visitor traffic. As those kind of web pages have limited number of but very precious visitors, they do not go for a click-based model with advertiser, to generate maximum revenue from advertisements. Cost-Per-Mille is a model that calculates the cost of an ad campaign according to number of impression. CPM term used first time by Netscape and Infoseek search engines in 2005 (Fain and Pedersen, 2006:12). For all kind of Cost Per Mille campaigns, “Impression” is the key metric for measuring the cost of an advertising campaign. This model mostly used in Display Ad Campaigns. Ofcourse it should’nt be considered as a value, that showing an ad image to people... While internet users surfing, with only a scroll move, they can skip a display ad. So this brings another term, “View” which is as- suming that an ad viewed by a visitor, as he spent at least a few seconds on a particular web page. Cost-Per-Acquisiton is the main cost metric of an ad campaign, based on the desired action taken by a potential customer. Generally advertising campaigns have some tar- gets such as selling a product, collecting leads, getting subscribers, filling out a form and so on. If the cost metric of an advertising campaign on a digital platform, based on the number of actions with a cost per one action payment level, then this model named as Cost-Per-Acquisition or Cost-Per-Action (CPA) (Mangani, 2004:295). Every action taken by a visitor by filling out a form, adding a product to shopping cart, subscribing to a mail newsletter or downloading an app is called as “Conversion” and this parameter is the measurement metric for Cost Per Acquisition Campaigns. 1st International Conference on New Trends in Communication 1. Uluslararası İletişimde Yeni Yönelimler Konferansı

4. AIDA Advertising Model – Stages of Advertisement Either traditional or digital, all advertisement campaigns follow some main goals. These goals are basically defined as informing potential customers about the product or service, the difference or the unique benefits for this product&service compared to similar brands, persuade the potential customer to buy this product&service and create a brand image or remind the brand for target audience. AIDA model describes that how an ad should be designed to reach these goals successfully (Behm, 2006:3-4). AIDA is a response hierarchy model that explaining the stages through which a buyer learns of a product and is ultimately moved to puchase it. It is also used to determine communication objectives for an advertiser (Clemente, 2002:26). In AIDA model its defined that there are four steps which followed by a potential customers before buying a product or service. According to this model most of the buyers with high-involvement purchase situations are always passing through these four stages which ends with a buying decision. So according to AIDA concept, promotional effectivenes can be measured in terms of progressing from one stage to another. AIDA model consist of four different stages which hierarchically affects each other in purchase decision process (Lamb et. al., 2009:408): Attention: This is the first phase of AIDA advertising model. A brand or an advertiser first must catch attention of a potential customer. Because a company can not sell its good, if the market is not aware of that. So a company should prepare an advertisement campaign to introduce its product or service and say “I am here”. Thus there will be a chance for that company to attract attention of people in the market, to convert them from potential to real customer. 224 Interest: Although attracting attention of potential customers is important phase, it will not bring more, if target audience do not interest with the product/service. Interest as a critical second step for AIDA model, is the key phase for a potential customer to the way of purchasing-decision. Because people should interest with a product, before decide to buy it. Desire: Potential customers should feel that the product or service, introduced with the advertisement, is necessary for them. Otherwise there won’t be an “Action” in terms of deciding to buy a product. To create “desire”, advertisements should be designed in a form that which will generate or remind a need or a want. To do this, advertisers or marketers generally emphasize the important features, unique specifications of their products. Action: This is the last phase of AIDA model, which end with a convinced potential customer to make about a purchasing-decision. Although this is the last step of an advertising model, it should be sustainable to keep customers always buying other new products. It means, AIDA model is never ends, even if there is an action at the end. Mar- keters should continue to advertise about their new products or new models of current product lines, to keep holding their customers in “Action” phase. AIDA is model that which has many different similar versions developed by the time since 1898 inline with Lavidge-Steiner’s “Order Hierarchy of Effects”. First model in 1898 by E. St. Elmo Lewis was combining 3 stages; “Attention”, “Interest” and “Desire”. There is another version, which adds another 5th stage with “Satisfaction”, by Arthur Shel- don or Alexander Osborn’s model which replaces Desire with Judgement. Summary of a popular hierarchy models are shown below (Barry and Howard, 1990:121-135): 1st International Conference on New Trends in Communication 1. Uluslararası İletişimde Yeni Yönelimler Konferansı

Table-1 A Summary of a Popular Hierarchy Models

225

5. Combining Metrics of Digital Advertising with the Stages of AIDA Model AIDA is a framework that presented for measuring advertising effectiveness (Gharibi et. al., 2012:926-940). An advertisement should trigger at least one of these four stages and provide a progress inside potential customers mind. When it comes to any kind of digital marketing campaigns, especially search engine campaigns such as “Search Net- work” and “Graphic Display Network-GDN” which defined at the second part of this paper, the situation is not different. Although there is not a uniqe model developed for only measuring effefticivty of digital marketing campaign or digital advertising ads, its possible to say that there are several measurement metrics. First of all, similar to traditional TV, radio or press advertisement; digital advertisers expects “to be visible” with a digital marketing campaign banner or a text ad in a search engine. Visibility can be defined as being positioned in a web page’s specific area. This visibility can be measured with the term “Impression” the number of times that an ad showed/placed in a web page. With more impression, marketers expect to attract potential customer’s “Attention”, which is AIDA model’s first phase. 1st International Conference on New Trends in Communication 1. Uluslararası İletişimde Yeni Yönelimler Konferansı

Its indicated that overall reach for a digital advertising campaign, which can also be named as the number of impression, is a very important metric to measure advertising effectiveness for digital marketing campaigns (Dreeze and Zufryden, 1998:7-18). Just like in traditional advertising, you have to show your ad to potential target audience. Because without any Impression, you can not catch nobody’s attention. Thus we understand that the first step of a digital advertising campaign is presenting the ad to the people as much as possible. Because the first step in advertising effectivity is to expect from people to see your ad, just as in AIDA model. The “Number of Impression” becomes an important factor for the evaluation. When it comes to “Interest” phase, digital advertising campaigns do not assume that every “Impression” will end with a “View”. Because a potential internet visitor can easily skip the advertisement shown in a banner or a text format, by just scrolling down his mouse. This brings inequality between number of impression and the number of people who viewed a banner/text ad. With this situation another concept, “View” or “Viewable Impression” defined by digital marketing professionals to create another step between “showing an ad” and “seeing an ad”. As most of the internet users ignore digital advertisement banners even without waiting them to upload, they close the ad or skip (Linda and Dodds, 2011:1143). This situation, the ignorance or unawareness of target audience regarding a banner or an ad text is defined as “Banner Blindness” (Dencheva, 2009:988-994). Which makes View or Viewable impression is very important to overcome this loss of potential. But there are some rules to assume that an impression is ended with a View by an internet user. According to digital marketers, an ad should be at least 2 seconds statically visible on a web browser 226 and at least 75 percent of the ad (for display ads) should be loaded/located on a web site to accept that an Impression ended with a “View”. As a conclusion an Impression is first step for a digital advertising campaign and if there is an “Interest”, as a second step there will be a “View” by internet visitor. This brings a good similarity between AIDA model’s second step “Interest” and “View”. Thus the metric “View Ratio” which can be analyzed on search engine advertising platform (Google Adwords), becomes an important parameter for the evaluation of digital advertising effectiveness. Third phase of AIDA model is generating “Desire” on a potential customer. With a traditional advertising campaign, desire can be defined with the belief that a person have regarding the necessity of having that product or service. This desire mostly occurs with a need of getting more details and deep information about the brand, product or features of it. This is a very similar phase with a person who “Click”s to a banner to get more info about the advertised product or service. Clicking a banner absolutely percieved by digital marketing professionals as a metric for “Desire” to get more info with an ad. Most of the works about advertising efficiency show that Clicking ratio is a certain scale to analyze the effectiveness of a digital advertising banner/text ad, which is defined by “CTR Ratio – Click Through Ratio” (Robinson et. al., 2007:527-541). CTR-Click Through Ratio is a statistical scale which can be used to measure the suc- cess of an advertising campaign (Jarvinen and Karjaluoto, 2015:117-127), by measuring the ratio of overall number of Clicks gathered from all Impressions. The results of a digital advertising campaign is strictly relevant to visitors’ relevancy. People with higher level of “Desire” about a product or service click on internet ads and want to get more inofmation about advertised product or service (Cho, 2003:623-645). This makes “Click” 1st International Conference on New Trends in Communication 1. Uluslararası İletişimde Yeni Yönelimler Konferansı as a third phase of a digital advertising campaign after Impression and View, just like “Desire” in AIDA model. Also “CTR Ratio” is an important perfromance measurement metric to analyze the efficiency of campaign by this level. Companies generally prefer to advertise on internet to make sales or get orders, different than traditional marketing. Ofcourse traditional advertisements work for same aim: to convice people about buying a product. But thanks to nature of digital marketing, its possible to sell a product or service via e-commerce web channel. Sometimes this ex- pectation can be slightly different. It can be an auto dealer which can not sell a car via its web page. But at least, it expects to get Test-Drive reservations from potential car buyers. Or a book-seller may aim to increase the nubmer of subscribers to its weekly newsletter which contains articles about newly published books. By this way book-seller will have a chance to present its new products. Possibly an English course can expect to get leads from a form inside its web page, to get in touch with potential students. All these examples are requiring an “Action” from internet visitor: filling a form, adding a product to shopping cart or buying a product via an e-commerce site. This action is called as “Conversion” in digital advertising. Which can be explained as “converting someone from potential customer to real customer”. This is strongly the last phase of an internet advertisement in terms of expectations from it, convincing the potential customer to take an action. Conversion numbers are important data which is considered by marketing people to as- sess overall ROI – Return on Investment, earning against advertising expenditure. This level is determined with “Conversion Ratio”, which is calculated by dividing the number of converted Actions into overall gathered Clicks. This last phase of an internet adver- 227 tisement is inline with “Action” step of AIDA model.

Table-2 Digital Advertising Performance Metrics According to AIDA Model

As it seen on Table-2 all four stages of AIDA advertising model can be easily seen that how it combined with digital advertising stages. Attraction refers to Impression, Interest refers to View, Desire refers to Click and finally Action refers to Conversion. Right below, Table-3 demonstrates how AIDA and digital advertising stages are matched-up. 1st International Conference on New Trends in Communication 1. Uluslararası İletişimde Yeni Yönelimler Konferansı

Table-3 Match-Up For AIDA Model and Digital Advertising Perfornance Metrics

Conclusion In this work its aimed to create a framework with the assessment of digital advertising metrics, inline with traditional methods which used for evaluating advertisement effectiveness. Its stated that AIDA model’s four different phases are stongly sticking with the Search Engine Advertising metrics such as Impression & #of Impressions, Views&View Ratio, Clicks & CTR-Clickthrough Ratio and Conversion&CR-Comversion Ratio. These four stages are also show high similarity in terms of performance measurement metrics and the steps have taken by customers from being a potential to being a customer. It should be indicated that this is a qualitative study that aims to bring a new idea for digital marketing sector with limited definitve findings. References Barry T. E., D. J. Howard, (1990), “A Review and Critique of the Hierarchy of Effects in Ad- vertising”, International Journal of Advertising, 9.2, 121-135 Behm J. (2006), The AIDA Model – Wrong Spelling Advertisements as an Attention-see- 228 king Device, GRIN Verlag, Norderstedt Germany Booth D., C. Koberg, (2012), Display Advertising: An Hour A Day, John Wiley & Sons Inc., Indianapolis, Canada Cho C., (2003), “The Effectivenes of Banner Advertisements: Involvement and Clikckth- rough”, Journalism and Mass Communication, 80.3, 623-645 Clemente M. N., (2002), The Marketing Glossary: Key Terms, Concepts and Applications In, Clemente Communications Group LLC, New Jersey Dencheva S., (2009), “Effetctiveness of Internet Advertisement”, 3rd Central European Conference in Regional Science – CERS, s. 988-994 Donnellan B., M. Helfert, J. Kenneally, D. Vandermeer, M. Rothenberger, R. Winter, (2015), New Horizons in Design Science: Broadening the Research Agenda, Springer Dreeze X., Zufryden F., (1998), “Is Internet Advertising Ready for Prime Time?”, Journal of Advertising Research, 38.3, 7-18 Fain D.C., J. O. Pedersen, (2006), “Sponsored Search: A Brief History”, Bulletin of the Ame- rican Society for Information Science and Technology, December/January 2006, 12-13 Gharibi S., Danesh S. Y. S., Sharodi K. (2012), “Explain The Effectiveness of Advertising Using the AIDA Model”, Interdisciplinary Journal of Contemporary Search Business, 4.2., 926-940 Ghose A., Yang S., (2009), “An Empirical Analysis of Search Engine Advertising: Sponso- red Search in Electronic Markets”, Management Science, 55.10, 1605-1622 Gold H. J., (2015), The Digital Advertising Guide, Second Edition, Overdrive Marketing Communications LLC, Allston USA Hay A., S. Walker, (2008), Beginning DotNetNuke Skinning and Design, Wiley Publishing, Indianapolis Internet Advertising Bureau, (2016), IAB Display Advertising Guidelines, https://www.iab. com/guidelines/iab-display-advertising-guidelines/ [21 September 2016]. Klapdor S., (2012), Effectiveness of Online Marketing Campaigns: An Investigation into Online Multichannel and Search Engine Advertising, Springler, Munich Lamb C. W., Hair J. F., McDaniel C., (2009), Essentials of Marketing, Cengage Learning 1st International Conference on New Trends in Communication 1. Uluslararası İletişimde Yeni Yönelimler Konferansı

Lee I., (2016), Encyclopedia of E-Commerce Development, Implementation and Mana- gemenet, IGI Global, Volume 1, Western Illinois Unversity, United States of America Lee K., C. Seda, (2009), Search Engine Advertising, Buying Your Way to the Top to Incre- ase Sales, Second Edition, New Riders, Berkeley USA Linda S., Dodds M., (2011) Sports Management and Marketing, Sage Publications, Volu- me 3, s. 1143 Lisica I., Jesic M., Neskovic E., (2012), Marketing Innovation Through Digital Advertising, XIII International Symposium SymOrg Innovative Management and Business Performance, June 5-9, Zlatibor, Serbia Mangani A., (2004), “Online Advertising: Pay-Per-View Versus Pay-Per-Click”, Journal of Revenue and Pricing Management, 2.4, 295-302 Mena J., (2013), Data Mining Mobile Devices, CRC Press Taylor&Francis Group, New York Miller P., (2016), Optimizing Adwords: A Guide to Using, Mastering, and Maximizing Go- ogle Adwords, Routledge, New York Robinson H., Wysocka A., Hand C., (2007), “Internet Advertising Effectiveness”, Interna- tional Journal of Advertising, 26.4, 527-541 Roels G., K. Fridgeirsdottir, (2009), “Dynamic Revenue Management for Online Display Advertising”, Journal of Revenue & Pricing Management, 8.5, 452-466 Schlee C., (2013), Targeted Advertising Technologies in the ICT Space: A Use Case Driven Analysis, Springer Vieweg Szetela D., J. Kerschbaum, (2010), Pay-Per-Click Search Engine Marketing: An Hour A Day, Wiley Publishing, Canada Turow J., (2011), Media Today: An Introduction to Mass Communication, 4th Edition, Routledge, New York Work J. L., (2008), Scientific Search Engine Marketing: Strategies for Maximizing Your Pay Per Click Return on Investment, Work Media Internet Marketing 229