Citation:

Varun Chivukula, 2022. "The Impact of Catalog Size on the Effectiveness of Product Catalog Ads in Digital Advertising", ESP Journal of Engineering & Technology Advancements 2(3): 140-141.

Abstract:

Product catalog ads (PCAs) are pivotal in digital advertising, particularly for e-commerce. These dynamic ads showcase a subset of products from a catalog, leveraging user preferences for personalization. Catalog size significantly affects ad performance metrics such as click-through rates (CTR), conversion rates, and return on ad spends (ROAS). This paper investigates the influence of catalog size on PCA effectiveness, using mathematical modeling and empirical analysis to identify the trade-offs between providing a diverse selection and minimizing cognitive overload. The findings offer actionable recommendations for optimizing catalog size in advertising campaigns.

References:

[1] Choi, J., Liu, Y., & Shankar, V. (2018). "Personalization in Product Recommendations: The Role of Catalog Size." Journal of Interactive Marketing, 43, 120-132.

[2] Iyengar, S. S., & Lepper, M. R. (2000). "When Choice Is Demotivating: Can One Desire Too Much of a Good Thing?" Journal of Personality and Social Psychology, 79(6), 995-1006.

[3] Liu, X., Zhu, H., & Chen, W. (2020). "Dynamic Ad Systems in E-commerce: Insights and Trends." Marketing Science Review, 12(3), 200-213.

[4] Schwartz, B. (2004). The Paradox of Choice: Why More Is Less. HarperCollins.

[5] Sweller, J. (1988). "Cognitive Load during Problem Solving: Effects on Learning." Cognitive Science, 12(2), 257-285.

Keywords:

Digital Advertising, Product catalog Ads, Catalog Size, Return on Ad Spend (ROAS).