The influence of task and gender on search and evaluation behavior using Google
Information Processing and Management: an International Journal
Journal of the American Society for Information Science and Technology
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
The Brand Effect of Key Phrases and Advertisements in Sponsored Search
International Journal of Electronic Commerce
Evaluating the performance of demographic targeting using gender in sponsored search
Information Processing and Management: an International Journal
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In this research, we analyze the relationship among (1) the numbers of clicks generated by the key-phrases users provide as queries in sponsored search, (2) the interaction between the gender orientation of those key-phrases, and (3) the occurrence of branded terms in those queries. The aim of this research is increased personalization of search engine results for branded queries targeting a specific gender. This will improve the consumer's online searching experience and potential interest in ads with branding focus. Increased personalization of search engine results and enhancement of users' interest in branded ads will also increase the revenue and profit of the advertisers. Our data consists of 7 million daily records from a keyword advertising campaign from a major US retailer. We segregate the key-phrases into six different categories. The gender orientation of terms has male, female and neutral categories each with two groups: - branded and unbranded phrases. Using one way Analysis of Variance, we analyze the effect of gender orientation of both branded and unbranded key-phrases on number of users' clicks on the queries submitted to web search engine. The result shows that the means of users' clicks significantly vary among the categories. Moreover the result shows that the group formed by combination of female gender with branded terms generates maximum number of clicks among all six categories. Females may be more attracted to the use of branded terms due to the positive attitude and customer loyalty generated by brand image.