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4 performed the other conditions (1A, 1B, 2A) in terms of permanence of the users on the landing site ( 3 min vs 1 min). We can conclude that having capitalized letter O in DiversamenteOccupati helped the user to spell the word and get the irony. Irony itself then induced more interest in the subjects that spent more time browsing the website Experiments in the Content Network with image ads We conducted two other experiments on the Content Network with image ads to understand what impact the use of pictures in the message, and in particular context (i.e. websites), has on persuasiveness. Below the two conditions are presented (format 300x250). C1, the control condition, contains only a sentence, while C2, the experimental condition, contains the same sentence plus an ironic image. The translation of the sentence is Does the office wear you out? : Figure 2: Ads used in experiment 1 and 2 1A B Total Table 2: First experiment results second experiment. Second Experiment Duration: 24 h Total Cost: 1.5 euros (CPC 0,04 euros) Number of subjects: 4000 Conditions: 2A Sei Disoccupato? (tr. Are you unemployed?, the control condition) 2B Sei DiversamenteOccupato? (the experimental condition) Results: CTR (2A) = 1,2% CTR (2B) = 0,8% 2A B Total Table 3: Second experiment results Discussion: there is no statistically significant difference between conditions 2A and 2B (χ 2 = 1,83; 1 degree of freedom; p = 0,17). It is reasonable to conclude that in the previous experiment the difference was given by the term highlighted by Google. What about irony? At first glance it does not seem to boost the performance of the message (CTR comparison between 2A and 2B), but using the Google analytics tool we found that condition 2B out- Figure 3: Ads used in experiment 3 and 4 Third experiment Duration: 12 h Total Cost: 7 euros (CPC 0,6 euros) Context: a single site of job offers on the Content Network, Italian language Number of subjects: 4200 Results: CTR (C1) = 0,5% CTR (C2) = 0,1% Discussion: the test is significant (χ 2 = 5,87; 1 degree of freedom; p <0,01), condition C1 performs better than C2 - five times the clicks -. Should we conclude that the image has a negative impact on the message? To understand this we conducted a fourth experiment. 3462

Ecological Evaluation of Persuasive Messages Using Google AdWords Marco Guerini Trento-Rise Via Sommarive 18, Povo Trento Italy marco.guerini@trentorise.eu Carlo Strapparava FBK-Irst Via Sommarive 18,

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