CHI '00 Extended Abstracts on Human Factors in Computing Systems
Gender differences in collaborative web searching behavior: an elementary school study
Information Processing and Management: an International Journal
The impact of automated assistance on the information retrieval process
CHI '03 Extended Abstracts on Human Factors in Computing Systems
Using terminological feedback for web search refinement: a log-based study
Proceedings of the 26th annual international ACM SIGIR conference on Research and development in informaion retrieval
The influence of task and gender on search and evaluation behavior using Google
Information Processing and Management: an International Journal
An empirical analysis of sponsored search performance in search engine advertising
WSDM '08 Proceedings of the 2008 International Conference on Web Search and Data Mining
An economic analysis of user-privacy options in ad-supported services
WINE'12 Proceedings of the 8th international conference on Internet and Network Economics
Inferring the demographics of search users: social data meets search queries
Proceedings of the 22nd international conference on World Wide Web
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In this research, we evaluate the effect of gender in analyzing the performance of sponsored search advertising. We examine a log file with data comprised of nearly 7,000,000 records spanning 33 consecutive months of a search engine marketing campaign from a major US retailer. We classify key phrases selected for the campaign with a probability of being targeted for a specific gender and then compare the consumer actions using the critical sponsored search metrics of impressions, clicks, cost-per-click, sales revenue, orders, and items sold. Findings from our analysis show that the gender-orientation of the key phrase is a significant determinant in predicting behaviors and performance, with statistically different consumer behaviors for all attributes as the probability of a male or female keyword phrase changes. However, gender neutral phrases perform the best overall, calling into question the benefits of demographic targeting. Insight from this research could result in sponsored results being more effectively targeted to searchers and potential consumers.