Online keyword based advertising: Impact of ad impressions on own-channel and cross-channel click-through rates
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چکیده
منابع مشابه
Click-Through Rate Estimation for Rare Events in Online Advertising
In online advertising campaigns, to measure purchase propensity, click-through rate (CTR), defined as a ratio of number of clicks to number of impressions, is one of the most informative metrics used in business activities such as performance evaluation and budget planning. No matter what channel an ad goes through (display ads, sponsored search or contextual advertising), CTR estimation for ra...
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In paid search advertising on Internet search engines, advertisers bid for specific keywords, e.g. “Rental Cars LAX,” to display a text ad in the sponsored section of the search results page. The advertiser is charged when a user clicks on the ad. Many of the keywords in paid search campaigns generate few, if any, sales conversions – even over several months. This sparseness makes it difficult ...
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عنوان ژورنال:
- Decision Support Systems
دوره 52 شماره
صفحات -
تاریخ انتشار 2011