Comparing performance metrics in organic search with sponsored search advertising

Proceedings of the 2nd International Workshop on Data Mining and Audience Intelligence for Advertising, ADKDD'08

Volumn , Issue , 2008, Pages 18-26

  Ghose, Anindya ^a   Yang, Sha ^a  

^a NEW YORK UNIVERSITY   (United States)

Author keywords

Electronic commerce; Hierarchical bayesian modeling; Internet economics; Organic search; Paid search advertising

Indexed keywords

ADVERTISING CAMPAIGN; CONVERSION RATES; HIERARCHICAL BAYESIAN MODELING; INTERNET ECONOMICS; LEVEL CHARACTERISTIC; MARKOV CHAIN MONTE CARLO METHOD; ORGANIC SEARCH; PAID SEARCH ADVERTISING; PERFORMANCE METRICS; RAPID GROWTH; SEARCH ENGINE OPTIMIZATIONS;

BAYESIAN NETWORKS; ELECTRONIC COMMERCE; INFORMATION RETRIEVAL; MARKOV PROCESSES; MONTE CARLO METHODS; PROFITABILITY; SEARCH ENGINES; WORLD WIDE WEB;

INTERNET;

EID: 70349158997     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: 10.1145/1517472.1517475     Document Type: Conference Paper

References (33)

1. Animesh A., V. Ramachandran, S. Viswanathan. Quality uncertainty and adverse selection in sponsored search markets, Working Paper, University of Maryland, College Park, 2006.
2. Amemiya, T. Regression analysis when the dependent variable is truncated normal. Econometrica 41 (6), 997-1016, 1973.
3. Aggarwal, G., J. Feldman, and S. Muthukrishnan. Bidding to the Top: VCG and Equilibria of Position-Based Auction, arXiv: cs.GT/0607117 v1, 2006.
4. Bradlow, E.T., and Schmittlein, D.C. The little engines that could: Modeling the performance of world wide web search engines, Marketing Science, 19(1), 43-62, 2000.
5. Broder, A. Taxonomy of web search, SIGIR Forum, vol. 36, pp. 3-10, 2002.
6. Chib, S., and Greenberg. E. Understanding the Metropolis-Hastings algorithm. The American Statistician, 49, 1995, 327-335.
7. Cho, C., Lee, J., and Tharp, M. Different forced-exposure levels to banner advertisements, Journal of Advertising Research, 41(4), 2001, 45-56.
8. Edelman, B., Ostrovsky, M., and Schwarz, M. Internet advertising and the generalized second-price auction: selling billions of dollars worth of keywords. American Economic Review, 97(1), 2007, 242-259.
9. Feng, J, Bhargava, H., and Pennock, D. Implementing sponsored search in web search engines: Computational evaluation of alternative mechanisms. Informs Journal on Computing, 19(1), 2007, 137-148.
10. Finkelstein, L., Gabrilovich, E., Matias, Y., Rivlin, E., Solan, Z., Wolfman G., and Ruppin, E. Placing search in context: the concept revisited. Proceedings of WWW 2001.
11. Ghose, A., and Yang, S. An Empirical Analysis of Sponsored Search Performance in Search Engine Advertising. Proceedings of the ACM WSDM 2008.
12. Ghose, A., and Yang, S. Analyzing Search Engine Advertising: Firm Behavior and Cross-Selling in Electronic Markets. Proceedings of WWW 2008.
13. Ghose, A., and Yang, S. Impact of Organic Listings on Paid Search Advertising: Complements, Substitutes or Neither? Working Paper, New York University.
14. Goldfarb, A., and C. Tucker. 2007. What makes search engine advertising valuable? Understanding search term variation in legal services," Working Paper, SSRN.
15. Greenspan, R. Searching for balance. vol. 2004: ClickZ stats.
16. Grossman, G., and Shapiro, C. Informative advertising with differentiated products. Review of Economic Studies. 51(1), 1984, 63-81.
17. Hotchkiss, G., Garrison, M., and Jensen, S. Search engine usage in North America. Enquiro, 2005.
18. Ilfeld, J., and Winer, R. Generating website traffic. Journal of Advertising Research, 42, 2002, 49-61.
19. iProspect Inc. Search engine user attitudes, 2005.
20. Jansen, B., and Spink, A. The effect on click-through of combining sponsored and non-sponsored search engine results in a single listing, Proceedings of the 2007 Workshop on Sponsored Search Auctions, WWW Conference, 2007.
21. Jansen, B. J. The comparative effectiveness of sponsored and non-sponsored results for web ecommerce queries. ACM Transactions on the Web. 1(1), 3, 2007.
22. Katona, Z., and M. Sarvary. The race for sponsored links: A model of competition for search advertising, Working Paper, INSEAD, 2007.
23. Kilpatrick, D. Keyword advertising on a cost-per-click model, www.sitepronews.com/archives/2003/feb/14prt.html
24. Manchanda, P., Dubé, J., Goh, K. and Chintagunta, P. The effect of banner advertising on internet purchasing. Journal of Marketing Research, 43(1), 2006, 98-108.
25. MarketingExperiments.com. PPC ad copy tested. Marketing Experiments Journal, 2005.
26. Milgrom, P., and Roberts, J. Price and advertising signals of product quality, Journal of Political Economy, 94, 1986, 796-821.
27. Moe, W., and Fader, P. Dynamic conversion behavior at e-commerce sites. Management Science, 50(3), 2003, 326-335.
28. Rossi, P. E., and Allenby, G. Bayesian statistics and marketing. Marketing Science, 22, 2003, 304-329.
29. Rusmevichientong, P., and Williamson, D. An adaptive algorithm for selecting profitable keywords for search-based advertising services, Working Paper, 2006.
30. Rutz, O., and R. Bucklin. A model of individual keyword performance in paid search advertising, Working Paper, 2007.
31. Telang, R., P. Boatwright, and T. Mukhopadhyay. A mixture model for Internet search engine visits, Journal of Marketing Research, Vol. XLI (May), 206-214, 2004.
32. Varian, H. Position auctions. International Journal of Industrial Organization, 25 (6) 1163-1178, 2006.
33. Wooldridge, J. Econometric analysis of cross section and panel data. Cambridge, MA: MIT Press, 2002