تجزیه و تحلیل عملکرد از کمپین تبلیغاتی کلید واژه با استفاده از اثر جنس - نام تجاری از عبارت جستجو

In this research, we analyze the relationship among (1) the performance metrics of a sponsored search campaign, (2) the gender orientation of queries, and (3) the occurrence of branded terms in queries. The aim of this research is to investigate the effectiveness of increased personalization of search engine advertising in order to improve the consumer’s online experience. We segregate keyphrases from a dataset covering thirty-three consecutive months from a major US retailer consisting of 7 million daily records of a real time keyword advertising campaign into three gender categories (male, female and neutral) each with two groups (branded and unbranded) term usage. Using ANOVA, we analyze the effect of gender and brand keyphrases on critical sponsored search performance metrics of impressions, clicks, cost-per-clicks, sales revenue, orders, items purchased and return on advertising. Research findings show that the combination of brand focus with the gender-orientation of keyphrases is a significant factor in predicting sponsored search performance and behavior. There are statistically significant variations in consumer behavior as measured by sponsored search metrics among the gender categories. Specifically, females are more attracted to the use of branded terms than males, perhaps due to the trust and customer loyalty generated by brand image. Our results establishes that positive brand reputation creates dramatic influence on consumer’s loyalty over the brand and hence strongly affects their interests, activities and purchasing behavior in e-commerce environment.

In the business-to-consumer (B2C) online commerce environment, the web is the major marketing medium (Constantinides 2002). Search engines play a pivotal role in online shopping and also are the primary medium to promote online advertising. Keyword advertising (sponsored search or pay-per-click advertising) has become the most popular form of online advertising (Lieber and Syverson 2012). In order to leverage the web as the medium of commerce, retailers with brick and mortar stores have gone online, and the numbers of online only businesses has grown significantly (Roggio 2013). Much of this online economy is driven by consumer search queries and the advertisements served by the search engines in response to these queries, which can be quite profitable for online businesses, as they direct consumers to their websites. Retailers optimize their search engine advertising strategies based on keyphrases. Two major issues marketers face when optimizing their marketing strategies are understanding the search behavior of the consumers (Constantinides 2004) and the attitude of the consumers towards the brand (Wang et al. 2002). Prior research on the role of branding and web demographics (Esch et al., 2006 and Weber and Castillo, 2010) illustrates the increased attention in addressing these issues. The research on web demographics in electronic commerce highlights that gender is a key predictor of purchase intent, and the notion of positive brand image enhances the business and helps retailers to withstand marketplace competition (Koças 2005). In this research, we use real life search engine marketing data of a major US retailer to analyze the relationship among the gender specificity of terms in keyphrases, the branding focus of the keyphrases, and the resulting online consumer behavior. Our research question examines if there are differences in sponsored search performance based on gender orientation and the brand orientation of search queries. The online shopping behavior of the consumer is measured by accepted industry standard metrics (the number of user clicks, the revenue generated by online sales, number of orders placed, number of items purchased, number of impressions generated, the ratio of clicks to impressions (CTR), cost that each click incurs or cost-per-click (CPC), return on advertising (ROA), etc.) that determine the performance of sponsored search. The research motivation is to investigate whether the combination of gender orientation and brand mention of the keyphrases has an effect on these performance metrics. In our research, we analyze whether the online marketers should consider the gender-brand effect as a factor for personalizing search advertising campaigns. Highlighting the implications for ecommerce, information regarding interaction between the gender of potential customers and brand effect of keyword advertisement will help retailers better formulate and optimize their marketing strategies. We first review prior work concerning branding and gender orientation in online searching. The next section presents the research question and associated hypotheses. The research design section describes the data and the methodology for evaluation of the hypotheses. The result section presents the findings and effect size analysis. The discussion and implications section is followed by the conclusion with highlights and future research.

The results regarding evaluation of online advertisement performance reported in this research indicate that the combination of female gender orientation and brand focus for keyphrases generates higher sales, more profit, and are relatively cheaper than other combinations. We believe that the outcome observed from this research is an important step for demographic targeting and managing positive brand reputation in sponsored search. Therefore, it is beneficial for the advertisers to devote resources to target the branded keyphrases with female gender orientation to improve advertising performance. Based on the statistical significance of the findings, we believe that the research results reported in this paper provide valuable contribution on user behavior for brand preference to growing body of research in sponsored search domain. Our research helps retailers formulate their marketing strategies based on the gender specific preferences of brands and optimize brand management. Given the substantial impact that technology for sponsored search and the associated business process have on the growth and use of web in online commercial process, it is an area that needs extensive investigation from researchers belong to different academic disciplines. For future work, we plan to perform an additional analysis to investigate the effect of the ranks of ads displayed in SERP on the number of impressions, clicks, sales revenue, CPC, orders placed, the number of items purchased and ROA for each gender-brand category. We further want to investigate small and medium sized companies to find out whether the results translates to these enterprises, especially in regards to different product categories. It would be interesting to see if gender-stereotype products would also see a different in the gender-brand association.