The paper focuses on consumers’online searching behavior and analyzes the factors that may influ-ence consumers’attention and click behaviors on the search results． These factors include consumers’motiva-tion of search，location of an item on the webpage，impact of nearby items，and the relevancy between search motivation and ad wording． In a survey which mimics the browsing of search results，we manipulated different scenarios and asked the participants which links they would like to click on． The empirical results support that these factors drive the effectiveness of Internet search engine，and by controlling and changing these factors， managers can do better in communicating marketing information．