1. //
  2. Start
  3. //
  4. Publications
  5. Do Specific Text Features Influence Clic...
  6. Output formats
  7. //

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

Links

DOI

Recently viewed

Activities

  1. Der jüngste Tag als Ende der Welt
  2. Robots versus Machines
  3. GMM e.V. Summer Institute 2017
  4. Public Lecture Series "Global Politics" 2015
  5. Symposium - New Old Properties
  6. Between the Wage and the Commons
  7. Conception of a heat storage system for household applications
  8. 9th International Multi-Conference on Systems, Signals and Devices - SSD 2012
  9. Anthropocene Campus 2016: The Technosphere Issue
  10. Spectral kinetic simulation of the Planar Multipole-Resonance-Probe
  11. 81st Annual Meeting of the Academy of Management
  12. Conference on Computational Design Culture - MECS 2015
  13. Science Slam a New Popularized and Artistic Way of Informal Science Communication. Challenges of Contemporary Science Communication
  14. Acceleration and Reflection
  15. Digital Games Lab Lecture Series - 2018
  16. Symposium "Visualization of Categorical Data"
  17. Explaining the performance of participatory and collaborative governance in addressing long-term environmental policy issues

Publications

  1. Lexical markers of common grounds
  2. Phase Shift APOD and POD Control Technique in Multi-Level Inverters to Mitigate Total Harmonic Distortion
  3. Is the Y/F Index Suitable for Population Genetic Studies?
  4. Take the money and run? Implementation and disclosure of environmentally-oriented crowdfunding projects
  5. Analysis of the construction of an autonomous robot to improve its energy efficiency when traveling through irregular terrain
  6. Horizontal, but not vertical canopy structure is related to stand functional diversity in a subtropical slope forest
  7. Guest Editorial
  8. Modeling and simulation of the heterogenous material behavior in thermal-sprayed coatings
  9. Negotiation complexity
  10. Non-destructive transmissive inductive thickness sensor for IoT applications
  11. Design for Product Care—Development of Design Strategies and a Toolkit for Sustainable Consumer Behaviour
  12. Non-identity – So what? A political scientist’s perspective on a curious but somehow arbitrary problem
  13. Enhancing the structural diversity between forest patches — A concept and real-world experiment to study biodiversity, multifunctionality and forest resilience across spatial scales
  14. Does isolation affect phenotypic variability and fluctuating asymmetry in the endangered Red Apollo?
  15. Toward a gecko-inspired, climbing soft robot
  16. Early Edema Detection Based on the Examination of Multidimensional Ultra-Wide band Data
  17. ℓp-norm multiple kernel learning
  18. More Evidence for Three Types of Cognitive Style
  19. Feedforward and repetitive control of a servo piezo-mechanical hydraulic actuator
  20. Comparing two hybrid neural network models to predict real-world bus travel time
  21. An empirical investigation of experiences and the link between a servicedominant logic mindset, competitive advantage, and performance of nonprofit organizations
  22. Application of friction surfacing for solid state additive manufacturing of cylindrical shell structures