From keyword to keywords: the role of keyword portfolio variety and disparity in product sales

Abstract

PurposeThis study investigates the effect of keyword portfolio characteristics on sales in paid search advertising. The authors propose two keyword portfolio characteristics (variety and disparity) and examine the effects of portfolio variety and portfolio disparity on direct and indirect sales in both PC and mobile environment.Design/methodology/approachBy conducting a field study at a large e-commerce platform, the authors use a negative binomial model to develop empirical findings that provide insights into paid search advertising strategies.FindingsFor main effect, (1) portfolio variety has a negative effect on direct sales. However, (2) portfolio disparity has positive effects on both direct and indirect sales. Advertising channels influence the contribution of keyword portfolio to sales. (3) On mobile devices, portfolio variety positively affects both direct and indirect sales. However, portfolio disparity negatively affects both direct and indirect sales. (4) On PCs, portfolio variety negatively affects both direct and indirect sales. However, portfolio disparity positively affects both direct and indirect sales on PC.Practical implicationsThe findings provide advertisers with insights into how to manage keyword portfolio between mobile devices and PCs.Originality/valueThe current study shifts the attention from keyword to keywords (keyword portfolio), which extends the paid search literature. Moreover, it also contributes to the literature by comparing the relative effectiveness of mobile and PC search advertising.