• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Information Processing & Management >Keyword length and matching options as indicators of search intent in sponsored search
【24h】

Keyword length and matching options as indicators of search intent in sponsored search

机译：关键字长度和匹配选项作为赞助搜索中搜索意图的指标

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Sponsored search is an online advertising channel that has gained momentum worldwide. The key challenge is deciding on the types of keywords to bid on and matching options to utilise for the keywords. In this paper, we address this problem by providing a broad analysis on how the various traffic search metrics (length, CTR, average cost per click (CPC), average position, and quality score) influence the bidding results as the keyword matching option becomes broader, that is, from exact, to phrase to broad. Drawing on the shopping goals theory, we also establish the profile of the metrics associated with a more focused search intent across the matching options. Using a random sample of keywords selected from 9 640 keywords that online advertisers have bid on, spanning a variety of markets, the results indicate that as the matching option becomes narrower, that is, from broad to exact, the keyword traffic metrics increase in general, except for cost, which does not differ significantly across the matching options. Longer keywords, which are typically associated with a more focussed search intent, generate more clicks and have a higher quality measure on average across all matching options. The longer keywords are cheaper for the exact match option, but more expensive for the other matching options. The results are inconclusive with regard to the position that longer keywords occupy on a results page across the matching options. Thus, the narrower matching options and longer keywords matching those that a customer would typically use to search for a company's goods and services need to be targeted to ensure higher visits to a company's website.
机译：赞助搜索是一个在线广告渠道，在全球范围内获得了发展。关键的挑战是确定要竞标的关键字的类型以及用于关键字的匹配选项。在本文中，我们通过对各种流量搜索指标（长度，点击率，平均每次点击费用（CPC），平均排名和质量得分）如何影响关键字匹配选项的出价结果进行广泛分析，来解决此问题更广泛，即从精确到短语到广泛。利用购物目标理论，我们还建立了与匹配选项中更集中的搜索意图相关的指标配置文件。使用从在线广告主竞标的9640个关键字中随机选择的关键字样本，这些关键字分布在各个市场，结果表明，随着匹配选项的范围越来越窄，即从广泛到精确，关键字点击量指标通常会增加，但费用不同，匹配选项之间的费用并无显着差异。较长的关键字通常与更集中的搜索意图相关联，它们产生的点击次数更多，并且所有匹配选项的平均质量指标更高。较长的关键字对于完全匹配选项而言较便宜，而对于其他匹配选项而言则更为昂贵。关于较长的关键字在匹配选项中在结果页面上所占据的位置，结果是不确定的。因此，需要针对较窄的匹配选项和较长的关键字，以匹配客户通常用于搜索公司商品和服务的关键字，以确保对公司网站的更高访问。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号