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首页> 外文期刊>International Journal of Services Technology and Management >How should search ads platform balance ads quality and quantity: comparison between business search and community search ads
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How should search ads platform balance ads quality and quantity: comparison between business search and community search ads

机译：搜索广告平台应如何平衡广告的质量和数量：商业搜索广告和社区搜索广告之间的比较

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摘要

The pervasiveness innovation of search advertisement calls for more researches on the managerial strategies of search advertisements. These search advertising platforms, which emphasise pay for performance or clicks, has to balance the different needs of ads quantity and ads quality to attract more clicks. Based on two-sided market theory and social judgement theory, our research collected data from two kinds of search ads (business search and community search ads, represented for less nuisance and more nuisance ads) in the same platform, the analysis results showed us that, the advertisement quality improvement for users are much more prominent than the advertisement quantity. Furthermore, the ads quantity increment will moderate the effect of ads quality with inverse U relationship if the search ads is less nuisance, and the ads quantity increment will hinder the effect of ads quality if the search ads is high nuisance.
机译：搜索广告的普及创新要求对搜索广告的管理策略进行更多的研究。这些强调效果或点击付费的搜索广告平台必须平衡广告数量和广告质量的不同需求，以吸引更多点击。基于双面市场理论和社会判断理论，我们的研究在同一平台上从两种搜索广告（企业搜索和社区搜索广告，分别代表较少的麻烦和更多的讨厌的广告）收集了数据，分析结果表明： ，对于用户来说，广告质量的提高比广告数量要突出得多。此外，如果搜索广告的滋扰较小，则广告数量的增加将缓和具有反U关系的广告质量的影响，如果搜索广告滋扰性较高，则广告数量的增加将阻碍广告质量的影响。

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