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Making sponsored search ads work better: Factors that improve effectiveness

Strategic Direction

ISSN: 0258-0543

Article publication date: 12 January 2015




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds impartial comments and places the article in context.


Sponsored search accounts for around half of the current market which is dominated by major players Google, Yahoo and Bing. This process refers to advertisements chosen for each page and secured by companies that succeed in a bidding contest. Firms pay the search engines when users click on the sponsored links within their advertisement. When it comes to effective ways of attracting customers, sponsored search is up with the best of them. Not surprisingly, competition in the environment is becoming ever tougher. It is thus vital that businesses find ways to enhance the performance of their ads.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2015), "Making sponsored search ads work better: Factors that improve effectiveness", Strategic Direction, Vol. 31 No. 1, pp. 12-14.



Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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