For e-commerce enterprises, it can help enterprises adjust their advertising strategies more effectively by determining the impact of paid search advertising on different customer groups. Therefore, this paper constructs a comprehensive evaluation model of immediate effect and carry-over effect of paid search advertising, and empirically discusses the impact of paid search advertising on different loyalty-based market segments. The results show that paid search advertising has the greatest impact on high-loyalty customers, while the carry-over effect on potential customers is longer. Thus, we can find that the role of paid search advertising is not only to attract new customers, but also to maintain high-loyalty customers.
Chen, Jiaxin; Li, Li; and Liao, Weiwei, "Research on Effects of Paid Search Advertising Based on Customer loyalty Segmentation" (2021). WHICEB 2021 Proceedings. 8.