# Consumer's Attitude towards Display Google Ads
## 4 Discussion
Consumers might feel that high exposure to information about a relevant ad to them would lead consumers to be less interested in the ad [57]. Advertisers select keywords related to their ad content [11]. The success of online marketing depends on keywords that focus on relevance [14]. The most relevant information performs the main role to trust the advertising platform of Google Ads search engine marketing [18]. The hypothesis was accepted as customers are less likely to avoid ads if the information may be more relevant to their interests. Conclusions about the Research Hypotheses; Consumer's attitude towards Display Google ads. The second part of the hypotheses analyzed the relationships between the consumer's attitudes towards Display google ads and how this variable is affected by four other different variables: Display Google ads' prior experience, originality, relevance, and credibility. After the data analysis, results showed that this set of hypotheses gathered a moderate variance (R\({}^{2}\) = 0.394). Display Google ads Prior Experience: Prior experience with Display Google ads has a significant positive effect on consumer attitude towards Display Google ads. The data analysis showed that the results for this hypothesis are inconsistent (\(\beta\) = 0.103,\(p>0.05\); 0.002). The research explained that the consumers' perceived attitudes could be shaped by the user's prior experience with the advertisements [22]. Prior experience is important as it depends on the message receivers and senders of the message [43] as the information that the receiver of the message has can perform a crucial role in the acceptance of the message [44]. Customers' prior experience and trust affect customers' attitudes and behavior [18]. The hypothesis was rejected due to having limited studies that analyzed the correlation between prior experience and ads avoidance within Display Google advertising. However, limited studies analyzed the negative correlation between prior experience and consumer attitude. This research found that the consumer has a restricted knowledge of what Display Google ads represent, and for this reason, the hypothesis was rejected. Display Google ads Originality: Display Google ads originality has a significant positive influence on consumer attitude towards Display Google ads, the current hypothesis was accepted in the data analysis (\(\beta=0.222\); \(p<0.05\); =0.000). Out-of-the-ordinary advertisements can initiate and stimulate consumer attitudes and purchasing patterns [79]. The ads' originality influences consumers' attitudes positively [55]. Original and creative advertisements can help consumers to expedite recalling the advertisements easily [80]. Social media ads increase consumer liking, awareness, and action, which have a strong correlation with consumers' attitudes [13]. The keyword focus on originality, relevance, information, and content, which affect customers' behavior [14]. Massage fit, frame, and focus affect customers' attention and behavior [17]. Real-time Google Ads create new ad data [37]. Original and relevant information increase trust [18]. The acceptance of the hypothesis results from the concept in consumers tend to have more positive attitudes toward original advertisements that are remarkable and unprecedented. Display Google ads Relevance: The result for the hypotheses developed for this variable towards consumer attitude was consistent as previewed in the data analysis (\(\beta=0.250\); \(p<0.05=0.000\)). In the context of banner ads, a consumer would rather act positively toward an ad if the content were more relevant to them [57]. Relevance is an important variable to influence the consumer's attitude ([PERSON], 2009). When more ads are perceived to be relevant this will reflect positively on the consumer's attitudes [57]. Advertisers select keywords related to their ad content [11]. Focusing on relevance is very important for successful online marketing [14].