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

Research output: Contributions to collected editions/worksPublished abstract in conference proceedingsResearchpeer-review

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
Original languageEnglish
Title of host publicationICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications
EditorsAndreas Holzinger, Marten van Sinderen, Peter Dolog, Mohammad S. Obaidat
Number of pages8
PublisherScience and Technology Publications, Lda (SciTePress)
Publication date01.01.2014
Pages55-62
ISBN (print)9789897580437
ISBN (electronic)9789897580437
DOIs
Publication statusPublished - 01.01.2014
Event11th International Conference on e-Business - ICE-B 2014 - Wien, Austria
Duration: 28.08.201430.08.2014
Conference number: 11
http://www.ice-b.icete.org/?y=2014

Bibliographical note

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

    Research areas

  • Business informatics - Bayesian analysis of variance, Bayesian statistics, Multivariate testing, Paid search advertising, Search engine advertising, Sponsored search