INFLUENCE OF THE CONTENT OF SEARCH ADVERTISEMENT ON ADVERTISEMENT EFFECTIVENESS: EXPECTATIONS OF ENTERPRISES VERSUS CUSTOMERS' NEEDS

This paper analyzes the content of search advertisement and its impact on the effect of advertisement from enterprises and customer's perspective. The main purpose of this paper is to determine how internet users and advertising providers evaluate the role of content in a search advertisement impact upon the customers. Literature analysis reveals that quality content used in search advertisement is able to improve advertisement impact upon the customers. Evaluation of advertising providers and internet user's opinion about role of search advertisement content indicate that there are interfaces among the opinions of consumers, enterprises, and content marketing. However, qualitative research revealed that there are some differences between enterprises expectations and consumer's needs too. Nevertheless, there is a possibility to improve search advertisement effect by taking into account consumer's needs and content marketing principles.