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

Publikation: Beiträge in Sammelwerken › Abstracts in Konferenzbänden › Forschung › begutachtet

Authors

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
OriginalspracheEnglisch
TitelICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications
HerausgeberAndreas Holzinger, Marten van Sinderen, Peter Dolog, Mohammad S. Obaidat
Anzahl der Seiten8
VerlagScience and Technology Publications, Lda (SciTePress)
Erscheinungsdatum01.01.2014
Seiten55-62
ISBN (Print)9789897580437
ISBN (elektronisch)9789897580437
DOIs
PublikationsstatusErschienen - 01.01.2014
Veranstaltung11th International Conference on e-Business - ICE-B 2014 - Wien, Österreich
Dauer: 28.08.2014 → 30.08.2014
Konferenznummer: 11
http://www.ice-b.icete.org/?y=2014

Bibliographische Notiz

Publisher Copyright:
© 2014 SCITEPRESS - Science and Technology Publications.

Weitere Publikationen dieser Person(en)

Investigating the Promotional Effect of Green Signals in Sponsored Search Advertising Using Bayesian Parameter Estimation

Blask, T., 2014, Information Technology in Environmental Engineering: Selected Contributions to the Sixth International Conference on Information Technologies in Environmental Engineering (ITEE2013). Springer Verlag, S. 25-37 13 S. (Environmental Science and Engineering).

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

Blask, T.-B., 01.01.2013, DCNET 2013 ICE-B 2013 OPITICS 2013 ICETE 2013: Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on e-Business and 4th International Conference on Optical Communication. Obaidat, M. S. (Hrsg.). Science and Technology Publications, Lda (SciTePress), S. 312-319 8 S. (ICETE 2013 - 10th Int. Joint Conf. on E-Business and Telecommunications; 4th Int. Conf. DCNET 2013, - 10th Int. Conf. on ICE-B 2013 and OPTICS 2013 - 4th Int. Conf. on Optical Communication Systems).

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Bayesian Parameter Estimation in Green Business Process Management: A Case Study in Online-Advertising

Blask, T.-B., 2013, INFORMATIK 2013 - Informatik angepasst an Mensch, Organisation und Umwelt. Hornbach, M. (Hrsg.). Bonn: Gesellschaft für Informatik e.V., S. 852-863 12 S. (Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI); Band 220).

Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › begutachtet

To Bid or Not To Bid? Investigating Retail-Brand Keyword Performance in Sponsored Search Advertising

Blask, T.-B., Funk, B. & Schulte, R., 2012, E-Business and Telecommunications: International Joint Conference, ICETE 2011 Seville, Spain, July 18-21, 2011 Revised Selected Papers. Obaidat, M. S., Sevillano, J. L. & Filipe, J. (Hrsg.). Springer Verlag, Band 314. S. 129-140 12 S. (Communications in Computer and Information Science; Band 314).

Publikation: Beiträge in Sammelwerken › Aufsätze in Sammelwerken › Forschung › begutachtet

Should Companies Bid on their Own Brand in Sponsored Search ?

Blask, T., Funk, B. & Schulte, R., 2011, ICE-B 2011: Proceedings of the International Conference on e-Business. Marca, D. A., Shishkov, B. & van Sinderen, M. (Hrsg.). Science and Technology Publications, Lda (SciTePress), S. 14-21 8 S. (ICE-B 2011 - Proceedings of the International Conference on e-Business).

Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › begutachtet

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