---
_id: '121'
abstract:
- lang: eng
  text: 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.
author:
- first_name: Darius
  full_name: Schlangenotto, Darius
  last_name: Schlangenotto
- first_name: Dennis
  full_name: Kundisch, Dennis
  id: '21117'
  last_name: Kundisch
citation:
  ama: 'Schlangenotto D, Kundisch D. Achieving more by saying less? On the Moderating
    Effect of Information Cues in Paid Search. In: <i>Proceedings of the 50th Annual
    Hawaii International Conference on System Sciences (HICSS), Waikoloa Village,
    HI, USA</i>. ; 2017.'
  apa: Schlangenotto, D., &#38; Kundisch, D. (2017). Achieving more by saying less?
    On the Moderating Effect of Information Cues in Paid Search. In <i>Proceedings
    of the 50th annual Hawaii International Conference on System Sciences (HICSS),
    Waikoloa Village, HI, USA</i>.
  bibtex: '@inproceedings{Schlangenotto_Kundisch_2017, title={Achieving more by saying
    less? On the Moderating Effect of Information Cues in Paid Search}, booktitle={Proceedings
    of the 50th annual Hawaii International Conference on System Sciences (HICSS),
    Waikoloa Village, HI, USA}, author={Schlangenotto, Darius and Kundisch, Dennis},
    year={2017} }'
  chicago: Schlangenotto, Darius, and Dennis Kundisch. “Achieving More by Saying Less?
    On the Moderating Effect of Information Cues in Paid Search.” In <i>Proceedings
    of the 50th Annual Hawaii International Conference on System Sciences (HICSS),
    Waikoloa Village, HI, USA</i>, 2017.
  ieee: D. Schlangenotto and D. Kundisch, “Achieving more by saying less? On the Moderating
    Effect of Information Cues in Paid Search,” in <i>Proceedings of the 50th annual
    Hawaii International Conference on System Sciences (HICSS), Waikoloa Village,
    HI, USA</i>, 2017.
  mla: Schlangenotto, Darius, and Dennis Kundisch. “Achieving More by Saying Less?
    On the Moderating Effect of Information Cues in Paid Search.” <i>Proceedings of
    the 50th Annual Hawaii International Conference on System Sciences (HICSS), Waikoloa
    Village, HI, USA</i>, 2017.
  short: 'D. Schlangenotto, D. Kundisch, in: Proceedings of the 50th Annual Hawaii
    International Conference on System Sciences (HICSS), Waikoloa Village, HI, USA,
    2017.'
date_created: 2017-10-17T12:41:15Z
date_updated: 2022-01-06T06:51:17Z
ddc:
- '040'
department:
- _id: '276'
file:
- access_level: closed
  content_type: application/pdf
  creator: florida
  date_created: 2018-03-21T13:03:28Z
  date_updated: 2018-03-21T13:03:28Z
  file_id: '1563'
  file_name: 121-Achieving_more_by_saying_less_-_Schlangenotto_Kundisch.pdf
  file_size: 753268
  relation: main_file
  success: 1
file_date_updated: 2018-03-21T13:03:28Z
has_accepted_license: '1'
project:
- _id: '1'
  name: SFB 901
- _id: '8'
  name: SFB 901 - Subprojekt A4
- _id: '2'
  name: SFB 901 - Project Area A
publication: Proceedings of the 50th annual Hawaii International Conference on System
  Sciences (HICSS), Waikoloa Village, HI, USA
status: public
title: Achieving more by saying less? On the Moderating Effect of Information Cues
  in Paid Search
type: conference
user_id: '477'
year: '2017'
...