This study investigates the impact of search query intention when evaluating and managing search engine advertising. Specifically, we study whether the performance of a search engine advertising campaign depends on the informational, transactional, and navigational search intentions and also consider the appearance of an organic result alongside a search engine advertisement on the same search engine results page. Both, search intention and organic presence significantly affect some performance indicators of search engine advertising. Advertising ranking as well as click and conversion metrics are influenced by search intention and organic presence. Advertisers may consequently assign advertising budgets according to the dominant search intention in line with their advertising objectives. With the help of search engine optimization, advertisers can also influence the organic presence on the search engine results pages. In summary, theory and practice need to include search intention and organic presence in search engine advertising management.

中文翻译：

---

信息的信息，交易和导航需求：搜索意图与搜索引擎广告的相关性

这项研究调查了评估和管理搜索引擎广告时搜索查询意图的影响。具体来说，我们研究搜索引擎广告活动的效果是否取决于信息，交易和导航搜索意图，还考虑在搜索引擎广告的同一搜索结果页面上有机结果的外观。搜索意图和自然存在都显着影响搜索引擎广告的某些性能指标。广告排名以及点击和转化指标受搜索意图和自然存在的影响。因此，广告商可以根据主要搜索意图与其广告目标相一致地分配广告预算。借助搜索引擎优化，广告客户还可以影响搜索引擎结果页面上的自然存在。总之，理论和实践需要在搜索引擎广告管理中包括搜索意图和自然存在。