Search Engine Marketing in Small and Medium Companies

Alby, Tom; Funk, Burkhardt

doi:10.4018/978-1-4666-1598-4.ch026

Cited by 3 publications

(2 citation statements)

References 11 publications

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“…Internet search engines play a key role in the modern information society. Not only do they serve the information needs of their users but they also represent an important source of customer acquisition for a variety of companies (Jansen and Mullen, 2008;Alby and Funk, 2011). Internet search engine companies also generate significant amounts of revenue through Paid Search Advertising.…”

Section: Introductionmentioning

confidence: 99%

Do Speciﬁc Text Features Inﬂuence Click Probabilities in Paid Search Advertising?

Blask

2014

Proceedings of the 11th International Conference on E-Business

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Paid Search Advertisers have only very few options to influence the user's decision to click on one of their ads. The textual content of the creatives seems to be one important influencing factor beneath its position on the Search Engine Results Page (SERP) and the perceived relevance of the given ad to the present search query. In this study we perform a non reactive multivariate test that enables us to evaluate the influence of specific textual signals in Paid Search creatives. A Bayesian Analysis of Variance (BANOVA) is applied to evaluate the influence of various text features on click probabilities. We conclude by finally showing that differences in the formulation of the textual content can have influence on the click probability of Paid Search ads.

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Section: Introductionmentioning

confidence: 99%

Do Speciﬁc Text Features Inﬂuence Click Probabilities in Paid Search Advertising?

Blask

2014

Proceedings of the 11th International Conference on E-Business

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“…or Bing play an undisputed key role in the modern information society. On the one hand they serve the information needs of their users, on the other hand they represent an important source of customer acquisition for companies in a broad variety of industries and sizes (Jansen and Mullen, 2008;Alby and Funk, 2011). They also provide the search engine companies with significant amounts of their revenues through Sponsored Search Advertising.…”

Section: Introductionmentioning

confidence: 99%

Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications - Examining the Impact of Green Marketing Signals in Sponsored Search Advertising

Blask

2013

Proceedings of the 4th International Conference on Data Communication Networking, 10th International Conference on E-Business A

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We develop and perform a non reactive A/B-test setting that enables us to evaluate the influence of green marketing signals on the customer's decision to take a specific online-shop into account in the process of buying a specific product by clicking on an ad on a search engine results page (SERP). We analyze campaign performance data generated by a European e-commerce retailer, apply a Bayesian parameter estimation to compare specific advertisements and discuss the implications of the results.

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Understanding Google Ads Metrics for SME

Barbosa

Oliveira

Teixeira

et al. 2021

Advances in Marketing, Customer Relationship Management, and E-Services

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Despite its popularity, search engine advertising is a particularly complex and demanding technique. One of the main challenges for Google Ads managers is to adequately monitor performance. Indeed, the literature identifies a plethora of metrics to measure the success of a search engine ads campaign. One research question arises: What are the metrics adopted by small and medium-sized companies to measure the performance of a Google Ads campaign? This chapter includes a mixed-method study with digital marketing professionals experienced in managing Google Ads campaigns for Portuguese SMEs. Interviews helped highlight the main difficulties faced by SEM's Google Ads' managers and to identify the performance measures they mostly control. Then, a survey enabled to analyse the association between performance measures and campaigns' perceived success. The insights produced by this chapter are particularly interesting for researchers, teachers, business managers, and digital marketing professionals, as it presents important clues on measuring the effectiveness of Google Ads campaigns.

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Search Engine Marketing in Small and Medium Companies

Cited by 3 publications

References 11 publications

Do Speciﬁc Text Features Inﬂuence Click Probabilities in Paid Search Advertising?

Do Speciﬁc Text Features Inﬂuence Click Probabilities in Paid Search Advertising?

Applying Bayesian Parameter Estimation to A/B Tests in e-Business Applications - Examining the Impact of Green Marketing Signals in Sponsored Search Advertising

Understanding Google Ads Metrics for SME

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