Katalog Online Perpustakaan

Detail Katalog

Jurnal

JMR : JOURNAL OF MARKETING RESEARCH

Keyword

sponsored search, ad placement, hierarchical bayesian estimation, online advertising, online auctions, search engine marketing.

Pengarang

  1. Ashish agarwal
  2. kartik hosanagar
  3. michael d. Smith

    Subject

    MARKETING

    [Abstrak]


     The
    authors evalue the impact of ad placement on revenues and profits generated
    from sponsored search. Their approach uses data generated through a field
    axperiment for several keywords from an online retailer’s ad campaign. Using a
    hierarchical bayesisan model, the authors measure the impact of ad placement on
    both click-through rate decreases with position, conversion rate increases with
    position and is even higher for more specific keywords. The net effect is that,
    contrary to the conventional wisdom in the industry, the topmost position is
    not necessarily the reveneuor profit-maximing position. The authors’ result
    inform the advertising strategies of firm participating insponsored searce aucyion
    and provide insight into consumer behavior in these evironments. Specifically,
    they help correct a significant misunderstanding among advertises regarding the
    value of the top position. Furthermore, they reveal potential inefficiencies in
    current auction mechanisms that search egines use. The autors result also
    reveal the information search strategies that consumers’use in sponsores
    research and provide evidence of recency bias for immediate purchases.


     

    Periode

    Vol 48, Nomor 06, Tahun 2011

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