---
res:
  bibo_abstract:
  - Research on ad copy design is well-studied in the context of offline marketing.
    However, researchers have only recently started to investigate ad copies in the
    context of paid search, and have not yet explored the potential of information
    cues to enhance customers’ search process. In this paper we analyze the impact
    of an information cue on user behavior in ad copies. Contrary to prevalent advice,
    results suggest that reducing the number of words in an ad is not always beneficial.
    Users act quite differently (and unexpectedly) in response to an information cue
    depending on their search phrases. In turn, practitioners could leverage the observed
    moderating effect of an information cue to enhance paid search success. Furthermore,
    having detected deviating user behavior in terms of clicks and conversions, we
    provide first indicative evidence of a self-selection mechanism at play when paid
    search users respond to differently phrased ad copies.@eng
  bibo_authorlist:
  - foaf_Person:
      foaf_givenName: Darius
      foaf_name: Schlangenotto, Darius
      foaf_surname: Schlangenotto
  - foaf_Person:
      foaf_givenName: Dennis
      foaf_name: Kundisch, Dennis
      foaf_surname: Kundisch
      foaf_workInfoHomepage: http://www.librecat.org/personId=21117
  dct_date: 2017^xs_gYear
  dct_title: Achieving more by saying less? On the Moderating Effect of Information
    Cues in Paid Search@
...