#12579. Can Emotions Be Used as Keywords for Text-Based, Search-Engine Advertising?

November 2026publication date
Proposal available till 03-06-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Communication;
Marketing;
Places in the authors’ list:
place 1place 2place 3place 4
FreeFreeFreeFree
2350 $1200 $1050 $900 $
Contract №12579.1 Contract №12579.2 Contract №12579.3 Contract №12579.4
1 place - free (for sale)
2 place - free (for sale)
3 place - free (for sale)
4 place - free (for sale)

Abstract:
Click-through rates (CTR) of search-engine advertising remain elusive, thus triggering the need for more research on ad effectiveness. Using simple regression techniques on a data set of 110,000 search query–text ad pairs, we show that it may be meaningful for advertisers to target search queries by (1) using the emotion of the user as indicated by an emotion word in the search query and, then, (2) using positive emotion content in their ads to achieve congruency with the search-query emotion. The results indicate non-spurious correlations that advertisers might consider in their search engine advertising strategies.
Keywords:
advertising; Emotional appeals

Contacts :
0