Empirical Analysis of Search Advertising Strategies搜索广告策略的实证分析.pptxVIP

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Empirical Analysis of Search Advertising Strategies搜索广告策略的实证分析.pptx

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Empirical Analysis of Search Advertising Strategies Bhanu C. Vattikonda, Vacha dave, Saikat Guha, Alex C. Snoeren Organic results Sponsored results Query 2 Huge and growing industry 20% 3 Source: IAB/PwC Internet Ad Revenue reports Organic Sponsored Brand Ad Competitor Ad Are common advertising strategies profitable? Metrics for campaign analysis Click-through-rate (CTR) Measures ability to attract users but not quality of users Cost per acquisition (CPA) or cost per conversion: Does not capture profitability (e.g., in case of organic results) Profit-per-impression Requires access to sensitive financial information from advertisers User Flow 7 Search impression Conversion Search engine data User click information Cost of a particular advertising strategy Number of conversions that an advertiser receives 8 How much is a conversion worth to the advertiser? Value of a conversion 9 Net acquisition benefit (NAB) 10 Computing NAB 11 Comparing ad strategies 12 Common ad strategies we analyze Cannibalization Advertising for own brand name Poaching Advertising for a competitors brand name Mobile ad extensions Using ad extensions (e.g., call extension) on mobile devices Organic Sponsored Search engine dataset Month long click log data from a search engine Billions of clicks Millions of ads Conversions for both ad and organic clicks Several million dollars of ad spend Bid that the advertiser placed for each ad click 15 Advertising for own brand name Advertise for brand name NAB is computed over search impressions where user searches for brand name and ad is shown Do not advertise for brand name NAB is computed over search impressions where user searches for brand name and ad is NOT shown 16 Advertising for own brand name Yes, advertise No, do not advertise 17 Advertising on own brand name 18 Incremental benefit is limited 32% advertisers net loss 19 Why do advertisers advertise for their brand name? Click-through-rate is misleading Click-through-rate not co