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Keywords: Paid search advertising
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Journal Articles
Journal:
Information Technology & People
Information Technology & People (2026) 39 (8): 32–49.
Published: 21 April 2026
... approach to the study of paid search advertising. They examined ad performance in terms of clicks and conversions while also considering the influence of keywords, ad design and positioning. Their findings suggest that ads with headlines containing a keyword and a clear call to action tend to produce...
