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The impact of complimentary advertising strategies on sponsored search advertisement
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613483751702528 |
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| access_status_str | Open Access |
| author2 | Adriaanse, Justinus |
| author_browse | Adriaanse, Justinus |
| author_facet | Adriaanse, Justinus |
| collection | Thesis |
| dc_rights_str_mv | © 2010 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/24599 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:36:52.413Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/24599 The impact of complimentary advertising strategies on sponsored search advertisement Adriaanse, Justinus ichelp@gibs.co.za Van der Linde, Etienne UCTD Online marketing Cost-per-click Click-through rates Sponsored search advertisement Impressions Dissertation (MBA)--University of Pretoria, 2012. The aim of this research was to find relationships between complimentary advertising strategies and sponsored search advertisement (SSA) in order to formulate a model to maximise return on investment achieved from online sponsored search advertisements. The results obtained from statistical analyses of SSA campaign data showed that complimentary online and offline advertisement campaigns have various different correlations to impressions, click-through rates, number of pages visited, time spent visiting a website, bounce rate of visitors to the website, cost-per-click and number of new registrations per keyword search from visitors gained through SSA campaigns. In particular, online display advertisements were found to have a slight positive correlation with new registrations made by customers gained through a simultaneously running SSA campaign. Offline radio adverts were found to have a positive correlation with impressions gained for SSA campaigns, whilst at the same time showing a negative correlation with the number of pages viewed by website visitors obtained through the SSA campaign. Some negative correlations to SSA campaign performance were also found, with the time visitors spent viewing the website decreasing, their bounce rate increasing and the cost-per-clicks for the keywords in the SSA campaign also increasing during periods when offline radio adverts were active. Offline television adverts were found to have a negative correlation with impressions gained for SSA campaigns, as well as the click-through rate for the keywords in these SSA campaigns. Offline television adverts did however also show a negative correlation with the cost-per-clicks for keywords in the SSA campaigns. Finally, a graphical model was developed to illustrate these correlations found between complimentary advertisement campaigns and SSA performance metrics. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T18:03:03Z 2012-06-07 2013-09-06T18:03:03Z 2012-03-08 2012-06-07 2012-05-12 Dissertation Van der Linde, E, 2010, The impact of complimentary advertising strategies on sponsored search advertisement, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/24599 > F12/4/600/zw http://hdl.handle.net/2263/24599 http://upetd.up.ac.za/thesis/available/etd-05122012-170619/ © 2010 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD Online marketing Cost-per-click Click-through rates Sponsored search advertisement Impressions The impact of complimentary advertising strategies on sponsored search advertisement |
| title | The impact of complimentary advertising strategies on sponsored search advertisement |
| title_full | The impact of complimentary advertising strategies on sponsored search advertisement |
| title_fullStr | The impact of complimentary advertising strategies on sponsored search advertisement |
| title_full_unstemmed | The impact of complimentary advertising strategies on sponsored search advertisement |
| title_short | The impact of complimentary advertising strategies on sponsored search advertisement |
| title_sort | impact of complimentary advertising strategies on sponsored search advertisement |
| topic | UCTD Online marketing Cost-per-click Click-through rates Sponsored search advertisement Impressions |
| url | http://hdl.handle.net/2263/24599 http://upetd.up.ac.za/thesis/available/etd-05122012-170619/ |