Siobhan T O'Dwyer1, Wendy Moyle. 1. Centre for Health Practice Innovation, Griffith University, Brisbane, Queensland, Australia; Griffith Health Institute, Griffith University, Brisbane, Queensland, Australia.
Abstract
AIM: Online advertising is a new frontier in research recruitment and Google Adwords (GA) is one method of online advertising. Only a handful of studies, however, have described its cost and effectiveness and none have focused on older adults. The aim of this paper is to describe a GA campaign used to recruit family carers of people with dementia and provide insight for researchers planning to use GA to recruit other older adults. METHOD: A GA campaign was used to recruit family carers of people with dementia to a cross-sectional study of wellbeing. RESULTS: The ads were viewed more than 450,000 times in a six-week period, but only 49 surveys were completed, at a cost of $122 per survey. CONCLUSION: GA has promise, but much remains to be understood about how to maximize its potential in ageing research. Recommendations for the design of future GA campaigns are provided.
AIM: Online advertising is a new frontier in research recruitment and Google Adwords (GA) is one method of online advertising. Only a handful of studies, however, have described its cost and effectiveness and none have focused on older adults. The aim of this paper is to describe a GA campaign used to recruit family carers of people with dementia and provide insight for researchers planning to use GA to recruit other older adults. METHOD: A GA campaign was used to recruit family carers of people with dementia to a cross-sectional study of wellbeing. RESULTS: The ads were viewed more than 450,000 times in a six-week period, but only 49 surveys were completed, at a cost of $122 per survey. CONCLUSION: GA has promise, but much remains to be understood about how to maximize its potential in ageing research. Recommendations for the design of future GA campaigns are provided.
Authors: Crystale Purvis Cooper; Cynthia A Gelb; Alexandra N Vaughn; Jenny Smuland; Alexandra G Hughes; Nikki A Hawkins Journal: J Am Med Inform Assoc Date: 2014-07-22 Impact factor: 4.497
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