Figure 2.

(A) Representative Facebook Promotional Messages Used during Campaign, (B) Representative Twitter Promotional Messages Used during Campaign, and (C) Representative Google Search Promotional Messages Used during Campaign

• Notes: (A) Study website blinded. Copy, copy location on user's Facebook page was varied throughout study; examples shown are representative of those used during campaign. (B) Study website blinded. Copy was varied throughout study; examples shown are representative of those used during campaign. (C) Study website blinded. Copy was varied throughout study; example shown is representative of those used during campaign. The position of this advertisement as the highest in the list of sponsored search positions on the first search page reflects a particular bid price. Other positions and pages were possible. Advertising text translates as “Mothers, quality counts. The secret for a healthy pregnancy lies in a high‐quality hospital.”