In recent years, search engine advertising and its capital market maintain a high rate of growth, and Pay-Per-Click (PPC) advertising has become the core profit model in search engine industry. However, it lacks of relatively mature research conclusions and universal practice rules of communication stages of search engine advertising and evaluation of its effectiveness due to short history. This research aims to examine the effects of product category and positions of ads and highlighted text on memory of search engine advertisement. Tobii-50 eye tracker and process dissociation procedure (PDP) are employed. The results indicate that, consumers pay most attention to natural (real) results in search results page, and least to right advertising. And products with high (rather than low) involvement or informational (rather than transformational) motives are devoted more cognitive resources. Especially for high product involvement, consumers show stronger interests to informational products compared with transformational ones when they read natural (real) results, while results demonstrate the opposite situation when it concerns right advertising. Furthermore, ways to browsing natural (real) results are significantly influenced by product categories, but ads are not. Meanwhile, there is also “advertising blindness” for search engine advertising. It results in ignoring of advertising information and impedes controlled processing and forming of conscious memory. The unconscious memory is affected by sequence of highlighted text. Consumers more rely on automatic processing when highlighted texts lie in the rear of advertising information.
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