The role of emotional appeal in online advertising

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Li, Z., and Xu, X. (2017). A review of bid management strategies in sponsored search auctions. International Journal of Information Management. Elsevier ScienceDirect. A sophisticated review that blends different bid management tactics and reinvigorates the dialogue on balancing cost efficiency with continuously optimizing PPC campaign performance.
Coviello, N., et al. (2017). The impact of ad extensions on paid search advertising performance. Journal of Interactive Marketing. Elsevier ScienceDirect. This research examines the effectiveness of ad extensions in the PPC space and shows a clear link between ad extensions and improved click-through rates and conversions.


Seock, Y.-K., and Lee, D.-J. (2017). : The mediating effect of attitude toward the ad. Journal of ivory coast mobile database Interactive Advertising. Taylor & Francis Online. A study that highlights the power of emotional appeal in PPC ads and its ability to generate positive attitudes toward the ad and ultimately improve ad performance.