Search query information has been neglected in the evaluation and management of search engine advertising. Based on a search engine advertising campaign for a 4 year period, this study explores if search advertising metrics vary for informational, transactional, and navigational search intentions. Differences across these intentions were found for the advertising rank, click-through rate, cost per click, offline signing rate, and cost per contract. As a result, the study proposes the integration of search intention in search engine advertising management by incorporating the available search query information. This notion of keywords as a composition of different search intentions challenges the current practice of evaluating search engine advertising on a one-dimensional keyword basis.

• Carsten D. Schultz(University of Hagen, Germany)