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

Tobias Blask

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Paper

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

Topics: Entertainment; Industrial; Model Driven Development

In Proceedings of the 11th International Conference on e-Business - Volume 0ICETE, 55-62, 2014 , Vienna, Austria

Author: Tobias Blask

Affiliation: Leuphana University of Lueneburg, Germany

Keyword(s): Bayesian Statistics, Bayesian Analysis of Variance, Search Engine Advertising, Sponsored Search, Paid Search Advertising, Multivariate Testing.

Related Ontology Subjects/Areas/Topics: Applications ; e-Business ; Enterprise Information Systems ; Entertainment ; Industrial ; Model Driven Development ; Sustainable e-Business

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.

CC BY-NC-ND 4.0

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Paper citation in several formats:

Blask, T. (2014). Do Speciﬁc Text Features Inﬂuence Click Probabilities in Paid Search Advertising?. In Proceedings of the 11th International Conference on e-Business (ICETE 2014) - ICE-B; ISBN 978-989-758-043-7, SciTePress, pages 55-62. DOI: 10.5220/0005048400550062

@conference{ice-b14,
author={Tobias Blask.},
title={Do Speciﬁc Text Features Inﬂuence Click Probabilities in Paid Search Advertising?},
booktitle={Proceedings of the 11th International Conference on e-Business (ICETE 2014) - ICE-B},
year={2014},
pages={55-62},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0005048400550062},
isbn={978-989-758-043-7},
}

TY - CONF

JO - Proceedings of the 11th International Conference on e-Business (ICETE 2014) - ICE-B
TI - Do Speciﬁc Text Features Inﬂuence Click Probabilities in Paid Search Advertising?
SN - 978-989-758-043-7
AU - Blask, T.
PY - 2014
SP - 55
EP - 62
DO - 10.5220/0005048400550062
PB - SciTePress