Gender-brand effect of search queries on sponsored search performance
نویسندگان
چکیده
منابع مشابه
Gender-Brand Effect of Search Queries on Sponsored Search Performance
In this research, we analyze the relationship among (1) the performance metrics of key phrases used in a sponsored search campaign, (2) the gender orientation of those key phrases, and (3) the occurrence of branded terms in those search queries. The aim of this research is increased personalization of search engine results in order to improve the consumer’s online searching experience and poten...
متن کاملPerformance analysis of keyword advertising campaign using gender-brand effect of search queries
In this research, we analyze the relationship among (1) the performance metrics of a sponsored search campaign, (2) the gender orientation of queries, and (3) the occurrence of branded terms in queries. The aim of this research is to investigate the effectiveness of increased personalization of search engine advertising in order to improve the consumer’s online experience. We segregate keyphras...
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On search keywords that include trademarked terms, the brand owner (focal brand) and other relevant firms compete for consumers. For the focal brand, paid clicks have a direct substitute in the organic link that appears directly below the advertisements. This crowd-out can create a large wedge between the real causal effect and commonlyreported “nominal measures,” such as click-through rates. W...
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nowadays, the internet has had a rapid expansion and presence in all areas of the individuals, institutions, companies and organizations lives. this has made large extent of data available so that the users need to access their desired information or services through using search engines. to continue and promote providing services, search engines require a source of income. sponsored search adv...
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Using a database of 11,001 unique sponsored search keywords, we investigate the relationship between the characteristics of keywords oriented around deal-seeking and brand-seeking and consumer search behaviors and buying propensities. On the basis of the search depth versus search breadth framework, we hypothesize that deal-seeking keywords elicit a search of greater breadth, whereas brand-seek...
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ژورنال
عنوان ژورنال: Proceedings of the American Society for Information Science and Technology
سال: 2013
ISSN: 0044-7870
DOI: 10.1002/meet.14505001170