ACM SIGIR Forum
Understanding user goals in web search
Proceedings of the 13th international conference on World Wide Web
Automatic identification of user goals in Web search
WWW '05 Proceedings of the 14th international conference on World Wide Web
Impedance coupling in content-targeted advertising
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
KDD CUP-2005 report: facing a great challenge
ACM SIGKDD Explorations Newsletter
Data Mining: Practical Machine Learning Tools and Techniques, Second Edition (Morgan Kaufmann Series in Data Management Systems)
Predicting clicks: estimating the click-through rate for new ads
Proceedings of the 16th international conference on World Wide Web
Robust classification of rare queries using web knowledge
SIGIR '07 Proceedings of the 30th annual international ACM SIGIR conference on Research and development in information retrieval
Optimizing relevance and revenue in ad search: a query substitution approach
Proceedings of the 31st annual international ACM SIGIR conference on Research and development in information retrieval
Understanding the relationship between searchers' queries and information goals
Proceedings of the 17th ACM conference on Information and knowledge management
Beyond the session timeout: automatic hierarchical segmentation of search topics in query logs
Proceedings of the 17th ACM conference on Information and knowledge management
Search advertising using web relevance feedback
Proceedings of the 17th ACM conference on Information and knowledge management
Context transfer in search advertising
Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval
Ranking for the conversion funnel
Proceedings of the 33rd international ACM SIGIR conference on Research and development in information retrieval
Categorization of display ads using image and landing page features
Proceedings of the Third Workshop on Large Scale Data Mining: Theory and Applications
Advertising Keywords Recommendation for Short-Text Web Pages Using Wikipedia
ACM Transactions on Intelligent Systems and Technology (TIST)
Post-click conversion modeling and analysis for non-guaranteed delivery display advertising
Proceedings of the fifth ACM international conference on Web search and data mining
Proceedings of the 2013 international conference on Intelligent user interfaces
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Unbeknownst to most users, when a query is submitted to a search engine two distinct searches are performed: the organic or algorithmic search that returns relevant Web pages and related data (maps, images, etc.), and the sponsored search that returns paid advertisements. While an enormous amount of work has been invested in understanding the user interaction with organic search, surprisingly little research has been dedicated to what happens after an ad is clicked, a situation we aim to correct. To this end, we define and study the process of context transfer, that is, the user's transition from Web search to the context of the landing page that follows an ad-click. We conclude that in the vast majority of cases the user is shown one of three types of pages, namely, Homepage (the homepage of the advertiser), Category browse (a browse-able sub-catalog related to the original query), and Search transfer (the search results of the same query re-executed on the target site). We show that these three types of landing pages can be accurately distinguished using automatic text classification. Finally, using such an automatic classifier, we correlate the landing page type with conversion data provided by advertisers, and show that the conversion rate (i.e., users' response rate to ads) varies considerably according to the type. We believe our findings will further the understanding of users' response to search advertising in general, and landing pages in particular, and thus help advertisers improve their Web sites and help search engines select the most suitable ads.