Selection of Best Keywords: A Poisson Regression Model

9 Pages Posted: 27 Jul 2011

See all articles by Ji Li

Ji Li

affiliation not provided to SSRN

Rui Pan

Peking University

Hansheng Wang

Peking University - Guanghua School of Management

Date Written: July 26, 2011

Abstract

With the rapid development of the Internet and information technology, consumers have increasingly begun to acquire information through search engines, thus creating profitable advertising opportunities and advancing the practice of paid search advertising. For paid search advertising, a key issue is determining which keywords to bid on, because the total number of possible keywords is huge. To provide theoretical guidance, this study proposes a statistical model that links advertising effectiveness to keyword characteristics. Through empirical tests with a real data set obtained from the Web site of a service company in China, this research reveals that parsing features of keywords affects their advertising effectiveness, which can help advertisers create and select new keywords for paid search advertising campaigns.

Keywords: Search Engine Marketing, Paid Search Advertising, Keyword, Poisson Regression

JEL Classification: M31, M37

Suggested Citation

Li, Ji and Pan, Rui and Wang, Hansheng, Selection of Best Keywords: A Poisson Regression Model (July 26, 2011). Available at SSRN: https://ssrn.com/abstract=1895764 or http://dx.doi.org/10.2139/ssrn.1895764

Ji Li

affiliation not provided to SSRN ( email )

Rui Pan

Peking University ( email )

No. 38 Xueyuan Road
Haidian District
Beijing, Beijing 100871
China

Hansheng Wang (Contact Author)

Peking University - Guanghua School of Management ( email )

Peking University
Beijing, Beijing 100871
China

HOME PAGE: http://hansheng.gsm.pku.edu.cn

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