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How much of it is real? Analysis of paid placement in Web search engine results

Author

Listed:
  • Scott Nicholson
  • Tito Sierra
  • U. Yeliz Eseryel
  • Ji‐Hong Park
  • Philip Barkow
  • Erika J. Pozo
  • Jane Ward

Abstract

Most Web search tools integrate sponsored results with results from their internal editorial database in providing results to users. The goal of this research is to get a better idea of how much of the screen real estate displays “real” editorial results as compared to sponsored results. The overall average results are that 40% of all results presented on the first screen are “real” results, and when the entire first Web page is considered, 67% of the results are nonsponsored results. For general search tools such as Google, 56% of the first screen and 82% of the first Web page contain nonsponsored results. Other results include that query structure makes a significant difference in the percentage of nonsponsored results returned by a search. Similarly, the topic of the query also can have a significant effect on the percentage of sponsored results displayed by most Web search tools.

Suggested Citation

  • Scott Nicholson & Tito Sierra & U. Yeliz Eseryel & Ji‐Hong Park & Philip Barkow & Erika J. Pozo & Jane Ward, 2006. "How much of it is real? Analysis of paid placement in Web search engine results," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 57(4), pages 448-461, February.
    • Handle: RePEc:bla:jamist:v:57:y:2006:i:4:p:448-461
    DOI: 10.1002/asi.20318
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    Cited by:

    1. Gauzente, Claire, 2010. "The intention to click on sponsored ads—A study of the role of prior knowledge and of consumer profile," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 457-463.
    2. Weiquan Wang & Jingjun (David) Xu & May Wang, 2018. "Effects of Recommendation Neutrality and Sponsorship Disclosure on Trust vs. Distrust in Online Recommendation Agents: Moderating Role of Explanations for Organic Recommendations," Management Science, INFORMS, vol. 64(11), pages 5198-5219, November.

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