# Consumer's Attitude towards Display Google Ads
## 1 Introduction  
Background: Due to the fast development of technologies and the Internet, the number of online users is increasing dramatically [1], especially the use of social media via smartphones among young people is growing fast [2]. Currently, all countries around the world are concerned about both media literacy and digital literacy, and they have developed their own policies to expand the knowledge of both media and digital literacy [3]. At the same time, social media tools are increasingly leading to changing marketing strategies and approaches [4]. The use of social media is becoming more important for all organizations because it can be used as a strategic marketing tool [5] to improve the relationship with customers [6] by providing customers with updated information and services [1, 7] and enhancing customer engagement [8]. Marketing social networking sites have been developed by organizations to build stronger relationships with online users [9]. Google advertising platforms were first introduced back in the 2000s, which acted as a medium between online users and organizations [10]. Currently, advertisers are using Google Ads as an advertising platform [11]. Google Ads uses pull marketing to attract customers toward brands, engagement, and buying [12]. Digital marketing changes marketing tools, therefore, organizations use online marketing to attract customers [12]. Social media customer perception leads to customer engagement and defines how to respond to ads [12]. Advertisements through social media tools affect consumer attitudes [13]. The Google search engine market has 87.66% of the market share while Bing and Yahoo have only 12.33%, so organizations are increasingly using Google Ads [14]. Google and Facebook Ads are the wide tools toaffect brand awareness and customers' buying decisions [15]. Currently, Meta's Facebook and Google's free services are the most widely used by organizations to target customers through social media advertising [16]. Google ads affect customers' attention and behavior through cognitive responses [17]. Organizations seek to enhance inbound marketing efforts to satisfy customers with the needed information [18].  
Research questions: Limited studies acknowledged examining the new category of Google Ads, which is the Display Google Ads. The current research aims to explain this new category by studying the variables that influence the effectiveness of this new advertising technique. Therefore, this research seeks to examine consumers' attitudes toward Display Google ads. Hence, the developed statement was chosen using the following objective of the study \"to investigate the influence of Display Google Ads and all related factors that impact the consumer's attitude and customer's intention to click on Display Google Ads\". To test this statement, a set of variables were examined that have a vital influence on the consumer's attitude towards Display Google ads. Accordingly, the main objective of the current study is to answer the following:  
Q1: To what extent do consumers' related factors and Display Google Ads related factors influence consumers' attitudes towards Display Google Ads?  
Q2: To what extent does the consumer's attitude influence the intention to click?  
Q3: What are the most influential variables that affect consumers' attitudes?  
The findings of the present research put forward useful theoretical and practical implications. Initially, the current research will fill the gap that was revealed in the literature review concerning limited acquaintances of the Display Google ads concept. However, the current study will add to other existing studies regarding this gap by constructing an unprecedented theoretical model that will be beneficial for other researchers. Thereafter, the assistance of the research will be helpful and advantageous in that it demonstrates the relation between Display Google ads factors that were not discussed significantly in previous studies and how those factors have the most influence on consumer attitudes.