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The order effect of advertisers on consumer search behavior in sponsored search markets

机译：广告商的订单效应对赞助搜索市场中消费者搜索行为的影响

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摘要

This research examines consumer search behavior across multiple ordered advertisers in sponsored search markets. To consider the sequential nature of consumer search, we model search behavior as a set of interdependent ordered decisions: namely, the entry, click, and stop decisions. Using individual-level data obtained from a search engine, we identify the key determinants of consumer search behavior in the sponsored section of search results. Our results reveal that there is significant variation in the effects of advertisers' latent brand equity and website quality on the search decisions. Thereby, search behavior heavily depends on the ordered composition of advertisers in sponsored listing. We highlight the ability of our model to quantify the order effect of advertisers on the number of clicks on sponsored ads, which can assist the search engine and advertisers in predicting the click counts and assessing the value of ad positions.
机译：这项研究检查了赞助搜索市场中多个订购广告商的消费者搜索行为。为了考虑消费者搜索的顺序性质，我们将搜索行为建模为一组相互依赖的有序决策：即进入，点击和停止决策。使用从搜索引擎获得的个人级别数据，我们在搜索结果的赞助部分中确定了消费者搜索行为的关键决定因素。我们的结果表明，广告客户的潜在品牌资产和网站质量对搜索决策的影响存在显着差异。因此，搜索行为在很大程度上取决于赞助商列表中广告客户的有序组成。我们强调了我们的模型能够量化广告商对赞助广告的点击次数的订单影响的能力，这可以帮助搜索引擎和广告商预测点击次数并评估广告排名的价值。

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