The Components and Impact of Sponsored Search

Jansen, Bernard J.; Flaherty, Theresa; Baeza-Yates, Ricardo; Hunter, Lee; Kitts, Brendan; Murphy, Jamie

doi:10.1109/mc.2009.164

Cited by 18 publications

(6 citation statements)

References 1 publication

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“…Online consumers often begin their searches at the macro level through the use of search engines (Hofacker and Murphy, 2009). The basic concept of SEA is that advertisers bid on keywords in order to have the search engine display their ads on search engine results pages (SERP) in response to matching queries submitted by searchers (c.f., Jansen et al, 2009). Keyword bids represent the amount an advertiser is willing to pay when a searcher clicks on their ad.…”

Section: Introductionmentioning

confidence: 99%

Conversion potential: a metric for evaluating search engine advertising performance

Jansen¹,

Clarke

2017

JRIM

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Purpose This research is based on the premise that current metrics for search engine advertising (SEA) are misleading and do not sufficiently allow managers to evaluate traffic and conversions simultaneously. This study aimed to conceptually develop and assess conversion potential (CvP) as a unifying construct for both measuring and evaluating the performance of SEA campaigns. Design/methodology/approach A data set of nearly seven million records covering almost three years of a multi-million-dollar keyword marketing campaign from a major US retailer was used to validate the construct of CvP. Findings Results empirically validate how CvP measures both campaign traffic and sales in SEA, using the optimization factor of ad rank, which is one of many possible factors. Research limitations/implications Although the data set is large and covers a lengthy period of time, it is limited to one company in the retail sector. Practical implications The research instantiates CvP as a metric for overall SEA account performance while demonstrating that it is a practical tool for future campaign planning. The metric simultaneously incorporates a sales ratio and a traffic ratio. Originality/value This is the first study to formalize and provide a working definition of CvP in the academic literature. The contribution is a theoretical and practical managerial framework to mutually evaluate, measure and make decisions about SEA efforts.

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Section: Introductionmentioning

confidence: 99%

Conversion potential: a metric for evaluating search engine advertising performance

Jansen¹,

Clarke

2017

JRIM

Self Cite

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“…Developed in 1998 by Overture, this form of advertising uses text advertisements and a list of keywords. The advertiser also usually provides attributes to each of these keywords, but always indicates the amount of money he is willing to pay for a click on an ad for a specific keyword (CPC max ) (Jansen et al, 2009). Every time a user types a query into a search engine, personalized result pages are generated based on the user's location, search history and other factors.…”

Section: Introductionmentioning

confidence: 99%

Do Speciﬁc Text Features Inﬂuence Click Probabilities in Paid Search Advertising?

Blask

2014

Proceedings of the 11th International Conference on E-Business

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Paid Search Advertisers have only very few options to influence the user's decision to click on one of their ads. The textual content of the creatives seems to be one important influencing factor beneath its position on the Search Engine Results Page (SERP) and the perceived relevance of the given ad to the present search query. In this study we perform a non reactive multivariate test that enables us to evaluate the influence of specific textual signals in Paid Search creatives. A Bayesian Analysis of Variance (BANOVA) is applied to evaluate the influence of various text features on click probabilities. We conclude by finally showing that differences in the formulation of the textual content can have influence on the click probability of Paid Search ads.

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“…In this form of advertising, developed in 1998 by Overture, advertisers provide search engines with text-advertisements and a list of keywords, which can consist of one or more terms, they want these ads to be displayed. The advertiser usually also provides attributes to each of these keywords, but at the very least the amount of money he is willing to pay for a click on an ad for this specific keyword (CPC max ) (Jansen et al, 2009). Every time a user types in a query the search engine generates individual personalized result pages, depending on the users' location, his search history and other factors.…”

Section: Introductionmentioning

confidence: 99%

Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications - Examining the Impact of Green Marketing Signals in Sponsored Search Advertising

Blask

2013

Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on E-Business A

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We develop and perform a non reactive A/B-test setting that enables us to evaluate the influence of green marketing signals on the customer's decision to take a specific online-shop into account in the process of buying a specific product by clicking on an ad on a search engine results page (SERP). We analyze campaign performance data generated by a European e-commerce retailer, apply a Bayesian parameter estimation to compare specific advertisements and discuss the implications of the results.

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The Components and Impact of Sponsored Search

Abstract: Sponsored search advertising has dramatically impacted search engines, consumers, and organizations, and will continue to do so in the foreseeable future. computer 98 IT SYSTEMS PERSPECTIVE SPublished by the IEEE Computer Society

Cited by 18 publications

References 1 publication

Conversion potential: a metric for evaluating search engine advertising performance

Conversion potential: a metric for evaluating search engine advertising performance

Do Speciﬁc Text Features Inﬂuence Click Probabilities in Paid Search Advertising?

Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications - Examining the Impact of Green Marketing Signals in Sponsored Search Advertising

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