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

Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review

Standard

Do Specific Text Features Influence Click Probabilities in Paid Search Advertising? / Blask, Tobias-Benedikt.
ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications. ed. / Andreas Holzinger; Marten van Sinderen; Peter Dolog; Mohammad S. Obaidat. Science and Technology Publications, Lda (SciTePress), 2014. p. 55-62 (ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications).

Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review

Harvard

Blask, T-B 2014, Do Specific Text Features Influence Click Probabilities in Paid Search Advertising? in A Holzinger, M van Sinderen, P Dolog & MS Obaidat (eds), ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications. ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications, Science and Technology Publications, Lda (SciTePress), pp. 55-62, 11th International Conference on e-Business - ICE-B 2014 , Wien, Austria, 28.08.14. https://doi.org/10.5220/0005048400550062

APA

Blask, T.-B. (2014). Do Specific Text Features Influence Click Probabilities in Paid Search Advertising? In A. Holzinger, M. van Sinderen, P. Dolog, & M. S. Obaidat (Eds.), ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications (pp. 55-62). (ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications). Science and Technology Publications, Lda (SciTePress). https://doi.org/10.5220/0005048400550062

Vancouver

Blask TB. Do Specific Text Features Influence Click Probabilities in Paid Search Advertising? In Holzinger A, van Sinderen M, Dolog P, Obaidat MS, editors, ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications. Science and Technology Publications, Lda (SciTePress). 2014. p. 55-62. (ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications). doi: 10.5220/0005048400550062

Bibtex

@inbook{278376b1f2b74029a1f68050b130d85c,
title = "Do Specific Text Features Influence Click Probabilities in Paid Search Advertising?",
abstract = "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",
keywords = "Business informatics, Bayesian analysis of variance, Bayesian statistics, Multivariate testing, Paid search advertising, Search engine advertising, Sponsored search",
author = "Tobias-Benedikt Blask",
note = "Publisher Copyright: {\textcopyright} 2014 SCITEPRESS - Science and Technology Publications.; 11th International Conference on e-Business - ICE-B 2014 , ICE-B 2014 ; Conference date: 28-08-2014 Through 30-08-2014",
year = "2014",
month = jan,
day = "1",
doi = "10.5220/0005048400550062",
language = "English",
isbn = "9789897580437",
series = "ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications",
publisher = "Science and Technology Publications, Lda (SciTePress)",
pages = "55--62",
editor = "Andreas Holzinger and {van Sinderen}, Marten and Peter Dolog and Obaidat, {Mohammad S.}",
booktitle = "ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications",
address = "Portugal",
url = "http://www.ice-b.icete.org/?y=2014",

}

RIS

TY - CHAP

T1 - Do Specific Text Features Influence Click Probabilities in Paid Search Advertising?

AU - Blask, Tobias-Benedikt

N1 - Conference code: 11

PY - 2014/1/1

Y1 - 2014/1/1

N2 - 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

AB - 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

KW - Business informatics

KW - Bayesian analysis of variance

KW - Bayesian statistics

KW - Multivariate testing

KW - Paid search advertising

KW - Search engine advertising

KW - Sponsored search

UR - http://www.scopus.com/inward/record.url?scp=84910030855&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/6f18ade7-4e78-39a5-b593-7a77d842881e/

U2 - 10.5220/0005048400550062

DO - 10.5220/0005048400550062

M3 - Published abstract in conference proceedings

SN - 9789897580437

T3 - ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications

SP - 55

EP - 62

BT - ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications

A2 - Holzinger, Andreas

A2 - van Sinderen, Marten

A2 - Dolog, Peter

A2 - Obaidat, Mohammad S.

PB - Science and Technology Publications, Lda (SciTePress)

T2 - 11th International Conference on e-Business - ICE-B 2014

Y2 - 28 August 2014 through 30 August 2014

ER -

Other publications by the same author(s)

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, p. 25-37 13 p. (Environmental Science and Engineering).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

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. (ed.). Science and Technology Publications, Lda (SciTePress), p. 312-319 8 p. (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).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

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. (ed.). Bonn: Gesellschaft für Informatik e.V., p. 852-863 12 p. (Lecture Notes in Informatics (LNI), Proceedings - Series of the Gesellschaft fur Informatik (GI); vol. 220).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

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. (eds.). Springer Verlag, Vol. 314. p. 129-140 12 p. (Communications in Computer and Information Science; vol. 314).

Research output: Contributions to collected editions/works › Contributions to collected editions/anthologies › Research › peer-review

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. (eds.). Science and Technology Publications, Lda (SciTePress), p. 14-21 8 p. (ICE-B 2011 - Proceedings of the International Conference on e-Business).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

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