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 potential interest in ads with branding focus. We segregate the key phrases into six different categories combining gender orientation with branding focus of the key phrases from a rich dataset that consists of 7 million daily records of a real time sponsored search campaign. The result of ANOVA shows that the means of sponsored search metrics significantly vary among the categories and exhibits the female’s preference over branded terms.