Placing search in context: the concept revisited
Proceedings of the 10th international conference on World Wide Web
ACM SIGIR Forum
Bayesian Statistics and Marketing
Marketing Science
Modeling the Clickstream: Implications for Web-Based Advertising Efforts
Marketing Science
Dynamic Conversion Behavior at E-Commerce Sites
Management Science
An adaptive algorithm for selecting profitable keywords for search-based advertising services
EC '06 Proceedings of the 7th ACM conference on Electronic commerce
Analyzing search engine advertising: firm behavior and cross-selling in electronic markets
Proceedings of the 17th international conference on World Wide Web
Comparing performance metrics in organic search with sponsored search advertising
Proceedings of the 2nd International Workshop on Data Mining and Audience Intelligence for Advertising
Personalized Delivery of On---Line Search Advertisement Based on User Interests
APWeb/WAIM '09 Proceedings of the Joint International Conferences on Advances in Data and Web Management
Managing the quality of CPC traffic
Proceedings of the 10th ACM conference on Electronic commerce
Estimating Ad Clickthrough Rate through Query Intent Analysis
WI-IAT '09 Proceedings of the 2009 IEEE/WIC/ACM International Joint Conference on Web Intelligence and Intelligent Agent Technology - Volume 01
In the Mood to Click? Towards Inferring Receptiveness to Search Advertising
WI-IAT '09 Proceedings of the 2009 IEEE/WIC/ACM International Joint Conference on Web Intelligence and Intelligent Agent Technology - Volume 01
Characterizing commercial intent
Proceedings of the 18th ACM conference on Information and knowledge management
Gender demographic targeting in sponsored search
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Smart marketing or bait & switch: competitors' brands as keywords in online advertising
Proceedings of the 4th workshop on Information credibility
The Brand Effect of Key Phrases and Advertisements in Sponsored Search
International Journal of Electronic Commerce
An ontology-based approach to Chinese semantic advertising
Information Sciences: an International Journal
Evaluating the performance of demographic targeting using gender in sponsored search
Information Processing and Management: an International Journal
Budget optimization for online campaigns with positive carryover effects
WINE'12 Proceedings of the 8th international conference on Internet and Network Economics
The gender-brand effect of key phrases on user clicks in sponsored search
CHI '13 Extended Abstracts on Human Factors in Computing Systems
Determinant of Intention to Use Search Engine Advertising: A Conceptual Model
International Journal of Enterprise Information Systems
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The phenomenon of sponsored search advertising â聙聯 where advertisers pay a fee to Internet search engines to be displayed alongside organic (non-sponsored) web search results â聙聯 is gaining ground as the largest source of revenues for search engines. Despite the growth of search advertising, we have little understanding of how consumers respond to contextual and sponsored search advertising on the Internet. Using a unique panel dataset of several hundred keywords collected from a large nationwide retailer that advertises on Google, we empirically model the relationship between different metrics such as click-through rates, conversion rates, bid prices and keyword ranks. Our paper proposes a novel framework and data to better understand what drives these differences. We use a Hierarchical Bayesian modeling framework and estimate the model using Markov Chain Monte Carlo (MCMC) methods. We empirically estimate the impact of keyword attributes on consumer search and purchase behavior as well as on firms' decision-making behavior on bid prices and ranks. We find that the presence of retailer-specific information in the keyword increases click-through rates, and the presence of brand-specific information in the keyword increases conversion rates. We also demonstrate that as suggested by anecdotal evidence, search engines like Google factor in both the auction bid price as well as prior click-through rates before allotting a final rank to an advertisement. To the best of our knowledge, this is the first study that uses real world data from an advertiser and jointly estimates the effect of sponsored search advertising at a keyword level on consumer search, click and purchase behavior in electronic markets