Using statistical testing in the evaluation of retrieval experiments
SIGIR '93 Proceedings of the 16th annual international ACM SIGIR conference on Research and development in information retrieval
Analysis of a very large web search engine query log
ACM SIGIR Forum
Mining longitudinal web queries: trends and patterns
Journal of the American Society for Information Science and Technology
The development of initial trust in an online company by new customers
Information and Management
Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management
Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management
Marketing Research
Understanding user goals in web search
Proceedings of the 13th international conference on World Wide Web
Impact of search engines on page popularity
Proceedings of the 13th international conference on World Wide Web
The influence of search engines on preferential attachment
SODA '05 Proceedings of the sixteenth annual ACM-SIAM symposium on Discrete algorithms
Accurately interpreting clickthrough data as implicit feedback
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
Shuffling a stacked deck: the case for partially randomized ranking of search engine results
VLDB '05 Proceedings of the 31st international conference on Very large data bases
How much of it is real? Analysis of paid placement in Web search engine results
Journal of the American Society for Information Science and Technology
Journal of the American Society for Information Science and Technology
Electronic commerce: structures and issues
International Journal of Electronic Commerce - Special section: Diversity in electronic commerce research
The Long Tail: Why the Future of Business Is Selling Less of More
The Long Tail: Why the Future of Business Is Selling Less of More
Brands and Branding: Research Findings and Future Priorities
Marketing Science
Predicting On-Line Task Completion with Clickstream Complexity Measures: A Graph-Based Approach
International Journal of Electronic Commerce
A Model of Internet Pricing Under Price-Comparison Shopping
International Journal of Electronic Commerce
An empirical analysis of paid placement in online advertising
Proceedings of the ninth international conference on Electronic commerce
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
Analyzing search engine advertising: firm behavior and cross-selling in electronic markets
Proceedings of the 17th international conference on World Wide Web
Information Foraging Theory: Adaptive Interaction with Information
Information Foraging Theory: Adaptive Interaction with Information
Pay-Per-Action Model for On-line Advertising
International Journal of Electronic Commerce
Can Brand Reputation Improve the Odds of Being Reviewed On-Line?
International Journal of Electronic Commerce
The Influence of On-Line Brand Community Characteristics on Community Commitment and Brand Loyalty
International Journal of Electronic Commerce
Characteristics of Consumer Search On-Line: How Much Do We Search?
International Journal of Electronic Commerce
Comparing performance metrics in organic search with sponsored search advertising
Proceedings of the 2nd International Workshop on Data Mining and Audience Intelligence for Advertising
International Journal of Electronic Commerce
Image Effects and Rational Inattention in Internet-Based Selling
International Journal of Electronic Commerce
Brand and its effect on user perception of search engine performance
Journal of the American Society for Information Science and Technology
The gender-brand effect of key phrases on user clicks in sponsored search
CHI '13 Extended Abstracts on Human Factors in Computing Systems
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In this paper, we analyze the relationship between performance and use of brand terms in the key phrases that link advertisements to searcher queries. We use data that consist of more than 2.5 million daily records from a key word advertising campaign of a major U.S. retailer. The campaign spanned nearly four years, involved approximately $8 million in advertising cost, and generated more than $23 million in sales. We categorize key phrases and advertisements as either brand focused or non-brand focused. Using analysis of variance in a 2 í茂戮驴 2 design, we analyze use of branded terms on the critical key word advertising metrics of number of clicks, cost per click, sales revenue generated, number of orders, number of items ordered, and return on advertising cost, as well as number of impressions triggered by these key phrases. Therefore, we investigate a significant spectrum of user actions and consumer behaviors in a sponsored search campaign. Our findings show that there is a significant advantage to matching branding terms in key phrases and advertisements relative to any other combination of key phrase or advertisement for all the metrics examined. A combination of a branded phrase and a branded advertisement generated 15 times more sales revenue than any other combination of phrase and advertisement. Therefore, a focus by key word advertisers on branded terms for search engine ads could be quite beneficial for both the effectiveness and efficiency of key word advertising. The implication for online advertising and key word search in the e-commerce domain, especially for large retailers, is that brand mentions in both key phrase and advertisements correlate with higher conversions.