Research on Spillover Effect of Paid Search Advertising Channels

With the diversification of paid search advertising channels, e-commerce enterprises are paying more and more attention on how to evaluate the effectiveness of different paid search advertising channels correctly and accurately to choose the optimal advertising channel or channels. We develop a multivariate time series model to investigate the spillover effect of paid search advertising channels based on the ad click-through rate and conversion rate, and calibrate the model using an e-commerce site\u27s web log data. We determine the long-term equilibrium relationship between each channel\u27s advertisement clicks through the co-integration test and evaluate the effect of short-term fluctuations in the interaction between each channel advertisement clicks through the vector error correction model. Based on the empirical results, this paper puts forward suggestions on the advertising strategy of this e-commerce website

A Novel Keyword Suggestion Method to Achieve Competitive Advertising on Search Engines

Search engine advertising is a popular business model for online advertising and recently a new strategy (i.e. competitive advertising) is emerging. Competitive advertising is helpful for organizations to expand market shares from competitors, which is crucial to sustain competitive advantage. To achieve the goal of competitive advertising, appropriate and fruitful competitive keywords should be provided to advertisers. However, existing keywords suggestion methods usually recommend general business keywords based on co-occurrence analysis. They not only fail to enable competitive advertising, but also limit advertisers to a small number of hot keywords, causing high bidding costs. As a response, this study proposes a competitive keywords suggestion method based on query logs. It uses the indirect associations between keywords and the hidden topic information captured by query logs to recommend competitive keywords. Through the method, massive competitive keywords are mined out to help organizations achieve competitive advertising and simultaneously broaden the choices of keywords for search engine advertising. Experiments are conducted to demonstrate that the proposed method could have a good performance than other methods, proving that it can help organizations well achieve the goal of competitive advertising