Using Google AdWords for international multilingual recruitment to health research websites.
Using Google AdWords for international multilingual recruitment to health research websites.
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DOI：
10.2196/jmir.2986
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发表时间：
2014-01-20
影响因子：
7.4
通讯作者：
Leykin Y
中科院分区：
文献类型：
--
作者：
Gross MS;Liu NH;Contreras O;Muñoz RF;Leykin Y
Google AdWords，即在Google搜索结果中放置赞助链接，是招募基于互联网的健康研究和干预措施的有效方法。但是，Google AdWords的性能会因目标受众的语言和位置而有很大差异。我们的目标是描述在以四种语言进行的同一项研究中招募参与者时，AdWords表现的差异，并确定是否可以优化AdWords广告系列，以增加招募人数，同时降低成本。Google AdWords用于招募参与者使用Mood Screener，这是一种多语言在线抑郁症筛查工具，有英语，俄语，西班牙语和中文。我们描述了两个不同的招聘期：（1）“非管理”，一个6个月的时间段，在此期间，广告只允许使用AdWords工具本身运行，没有人为干预;（2）“管理”，一个单独的7周时间段，在此期间，我们系统地寻求优化我们的招聘活动。在6个月的非管理招聘期间，我们的广告显示了超过130万次，导致超过60，000次网站访问。平均点击率（点击广告与显示广告的比例）从中文广告的1.86%到俄文广告的8.48%不等，平均每次点击成本也是如此（从中文广告的0.20美元到英文广告的0.50美元）。虽然中文使用者的点击率最低，但他们的同意参与率最高，为3.62%，英语使用者的同意率最低（0.97%）。转换成本（招募同意参与者的成本）从讲俄语的10.80美元到讲英语的51.88美元不等。在为期7周的“管理式”招聘期间，我们试图通过系统性地删除表现不佳的广告和调整关键字，来提高AdWords在同意率和成本方面的表现。我们能够将来到现场后同意的人数增加91.8%，同时还将每次同意的成本降低23.3%。我们的研究结果表明，需要在语言和文化上适应谷歌AdWords广告系列，并仔细管理它们，以确保最具成本效益的结果。
Google AdWords, the placement of sponsored links in Google search results, is a potent method of recruitment to Internet-based health studies and interventions. However, the performance of Google AdWords varies considerably depending on the language and the location of the target audience. Our goal was to describe differences in AdWords performance when recruiting participants to the same study conducted in four languages and to determine whether AdWords campaigns can be optimized in order to increase recruitment while decreasing costs. Google AdWords were used to recruit participants to the Mood Screener, a multilingual online depression screening tool available in English, Russian, Spanish, and Chinese. Two distinct recruitment periods are described: (1) “Unmanaged”, a 6-month period in which ads were allowed to run using only the AdWords tool itself, with no human intervention, and (2) “Managed”, a separate 7-week period during which we systematically sought to optimize our recruitment campaigns. During 6 months of unmanaged recruitment, our ads were shown over 1.3 million times, resulting in over 60,000 site visits. The average click-through rate (ratio of ads clicked to ads displayed) varied from 1.86% for Chinese ads to 8.48% for Russian ads, as did the average cost-per-click (from US $0.20 for Chinese ads to US $0.50 for English ads). Although Chinese speakers’ click-through rate was lowest, their rate of consenting to participate was the highest, at 3.62%, with English speakers exhibiting the lowest consent rate (0.97%). The conversion cost (cost to recruit a consenting participant) varied from US $10.80 for Russian speakers to US $51.88 for English speakers. During the 7 weeks of “managed” recruitment, we attempted to improve AdWords’ performance in regards to the consent rate and cost by systematically deleting underperforming ads and adjusting keywords. We were able to increase the number of people who consent after coming to the site by 91.8% while also decreasing per-consent cost by 23.3%. Our results illustrate the need to linguistically and culturally adapt Google AdWords campaigns and to manage them carefully to ensure the most cost-effective results.
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