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Pay-per-click advertising: A literature review
Abstract
Digital marketing is being widely employed to efficiently and effectively market products/services to achieve increased sales and generate higher revenues. It allows businesses to effectively communicate desired content to their consumers. Pay-per-click (PPC) is one such form of digital marketing. PPC is often acknowledged for the different advantages it offers, and at the same time, it is notably criticised for fraud and other issues associated with its use. The literature on this subject, although limited, has invested considerable efforts in unveiling the pros and cons of employing PPC as a marketing/advertising strategy. This paper reviews 50 publications on PPC advertising to synthesise their findings and arrive at a common ground for understanding the digital presence and impact of this form of marketing. Alongside discussing the findings, observed limitations and opportunities for future research have been identified and reported.
... This study demonstrates the efficacy of the proposed framework using a use case of Pay-per-Click (PPC) technology. PPC represents a cutting-edge approach to tailor advertisements for specific audiences, where advertisers pay based on the number of clicks on their brands links (Kapoor, Dwivedi, and Piercy, 2016). While machine learning is extensively employed in digital marketing for tasks like ad customization (Krishen et al., 2021), there remains a noticeable lack of research dedicated to harnessing PPC user experiences for informed decision-making. ...
... This innovative approach enables advertisers to create personalized ads intended for their targeted audience. These ads are then displayed on various platforms, with the advertiser being charged only when a user clicks on the ad (Kapoor, Dwivedi, and Piercy, 2016). The popularity of this model has surged due to its cost-effectiveness and its ability to generate high click ratios (Agarwal, 2021). ...
Understanding user experience presents challenges for researchers since gathering user feedback can be costly and time-consuming. This study introduces a novel semi-automated framework for analyzing user experiences with a topic on Reddit. The framework identifies relevant subreddits based on a seed list and then explores users’ histories to find topically related communities. A heterogeneous graph is constructed to represent interactions between users and subreddits, with users’ activities captured as BERT-generated textual node vectors. The proposed framework is evaluated using a use case of Pay-per-Click technology. Furthermore, the versatility of the proposed data collection method is demonstrated in a news analytics application related to the Russia-Ukraine conflict using the New York Times articles and comments. Results show that the inclusion of neighborhood subreddits significantly broadens the scope of user topic analysis. Furthermore, the proposed graph structure-based framework outperformed four alternatives considered providing evidence that it can effectively predict missing user-subreddit and user-user interactions.
... The occupational assets of social media embody information sharing, advertising, as well as support and advice (Mills et al., 2009;Kapoor et al., 2014a;Kapoor et al., 2014b;Kapoor & Dwivedi 2015;Dwivedi et al., 2016;Kapoor et al., 2016;Plume et al. 2016;AlAlwan et al., 2017). Consumers are more and more permitted to involve trademarks via the internet, while businesses are fit to speedily gather feedback and better grasp individual preferences that have no effects on observers and use this data for the development of new products (Kapoor et al., 2016;Plume et al., 2016;Rathore et al., 2016;AlAlwan et al., 2017;Ismagilova et al., 2017;Plume & Slade, 2018). ...
... The occupational assets of social media embody information sharing, advertising, as well as support and advice (Mills et al., 2009;Kapoor et al., 2014a;Kapoor et al., 2014b;Kapoor & Dwivedi 2015;Dwivedi et al., 2016;Kapoor et al., 2016;Plume et al. 2016;AlAlwan et al., 2017). Consumers are more and more permitted to involve trademarks via the internet, while businesses are fit to speedily gather feedback and better grasp individual preferences that have no effects on observers and use this data for the development of new products (Kapoor et al., 2016;Plume et al., 2016;Rathore et al., 2016;AlAlwan et al., 2017;Ismagilova et al., 2017;Plume & Slade, 2018). Social media tools also allow citizens to share tips and information with their local community, promotes events in search of lost animals, and facilitates government engagement with citizens (Oh et al., 2013;Alryalat and al., 2017) Social Media and the Implementation of the Digital Transformation Landscape: ...
This study contributes to the literature on social media and digital transformation and provides insights into how the implementation of digital transformation emerges as an assemblage constituted by diverse socio-economic challenges. Drawing on several recent works on the intention development' of information system, the authors discuss the fulfilment of social media in the company as strategic tools that have had a profound incidence on the manner they convey and are of great importance to the management of the company. The admixture of social media tools has removed the geographic barriers that once limited communication and led to an explosion of virtual presence and online communities of electronic participation.
... Accordingly, in 2022 alone, US banks spent more than $13 billion on online advertising, up more than 20% in 2021 (Akins 2023). In general, PPC offers significant benefits such as overperforming their competitors (Kapoor et al. 2016;Kondrashkina and Manin 2020), swiftly targeting specific target customers, enhancing online and localized visibility, scheduling ads to particular times and places, better budget and cost control, performing low-risk tests on keywords and landing page and more importantly, immediate results (Kapoor et al. 2016). ...
... Accordingly, in 2022 alone, US banks spent more than $13 billion on online advertising, up more than 20% in 2021 (Akins 2023). In general, PPC offers significant benefits such as overperforming their competitors (Kapoor et al. 2016;Kondrashkina and Manin 2020), swiftly targeting specific target customers, enhancing online and localized visibility, scheduling ads to particular times and places, better budget and cost control, performing low-risk tests on keywords and landing page and more importantly, immediate results (Kapoor et al. 2016). ...
Despite the increasing popularity of pay-per-click (PPC) advertising and search engine optimization within the financial industry, there is a notable lack of research on the effectiveness of PPC on bank customers' continuous search intention and banking services intention. This study aims to fill this gap by investigating the use of PPC as a tool on customers' search intention and continuous services intention in a retail banking context. Utilizing a quantitative design, we collected data and employed maximum likelihood estimation (MLE) for path analysis to analyze the empirical data. Our findings reveal several substantial results. Firstly, continuous search intentions significantly influence continuous banking services intentions. Secondly, attitude toward PPC advertising significantly affects both continuous search and banking services intentions. Thirdly, satisfaction with PPC advertising is crucial in shaping attitudes toward PPC, continuous search intention, and continuous banking services intention. Fourthly, perceived usefulness directly influences attitudes toward PPC, satisfaction with PPC, and continuous search intention. Lastly, while PPC advertising's perceived ease of use and perceived confirmation are linked to perceived usefulness, they do not directly affect attitude toward PPC. By adopting a dual intentions approach, this study contributes to banking literature by highlighting the importance of understanding the distinct roles of PPC attributes in shaping short- and long-term customer behavioral intentions.
... Google AdWords homologous to civil media, can purpose a geographical zone and a population through IP address of internet connection acquaint Google server recognize the user location [8]. Pay-per-click (PPC) is based on compete and bid between advertising users [13]. This kind of strategy in digital marketing is as well as referred to as CPC [13]. ...
... Pay-per-click (PPC) is based on compete and bid between advertising users [13]. This kind of strategy in digital marketing is as well as referred to as CPC [13]. PPC is one of common and important ways in online advertising through Google; but the top rank keywords are much expensive [14]. ...
Pay-per-click is one of common and important ways in online advertising through Google; but some keywords are usually expensive, and this issue is visible through Google cost-per-click in Google keyword planner tool. It has done many research work in Google advertising formats, but place of studies in field of relationship between Google cost-per-click and keyword search-volume, especially in tourism area is blank. This paper tries to answer of this main question that is there a significant relationship between cost-per-click and keyword search-volume and the number of keyword's word? In other words, does cost-per-click increase or decrease, based on keyword search-volume and the number of keyword's word (multi-word keyword or hyper focused keyword phrases)? Chicago auspicates a mighty increase in tourism 2022 as its announcement an 86 percent growth in visitors in 2021 compared to 2020 and choosing the right keyword in Google search engine by travel agencies can lead to more sales. In this research, I sampled 100 search result through combination of ″chicago+tours″ as a search keyword on google.com (Google USA) and Google keyword planner daily data (December 26, 2022) based on the last 7-10 days, and via regression analysis with least squares and loess model, I tried to investigate the relationship between search-volume and cost-per-click and it will help scholars in future research in this area. This study was carried out within the scope of selected keywords in tourism area in form of cross-sectional. I find that there is no significant relationship between short-tail keywords and cost-per-click. The result of this research shows that some medium or long-tail keywords are more expensive than short-tail keywords with more search results. Another result that was observed is the lack of significant relationship between keyword search-volume and its cost-per-click, so that in some cases, high-search keywords are cheaper than keywords with a low-search.
... Connected to the proposals that the antecedents leave for the discussion, the approaches of Kapoor et al. [35] are rescued who affirm that knowledge about the circumstances in which causal relationships are executed can guide the discussion regarding their link not only with traffic but with conversion, respecting the company's perspective on determining attribution and the purpose of your campaign. To this must be added the growing interest in brand awareness as relevant information for decision making in terms of investment and campaigns from the hand of strategic management supported by ICT. ...
... The above, understood as the billboard effect, serves as a contextual theoretical argument that seeks in a plausible way, and with a high level of probability, to develop the research route in empirical terms. In this same sense, Kapoor et al. [35] state that causal relationships can guide the discussion regarding their link, not only with traffic, but with conversion, respecting the company's perspective, regarding the determination of the attribution and purpose of the campaign. ...
This research focused on the relationship between Search Engine Marketing (SEM) and traditional advertising. The dominant assumption is that SEM does not help brand awareness and only does it in session as if it were the cost of manufacturing the product being sold. The study is methodologically developed using an experiment where the effects were determined to analyze the billboard effect. The research allowed the cross-linking of theoretical and empirical knowledge on digital marketing. This paper has validated that, this marketing generates retention as traditional advertising would by measuring brand awareness and its improvements. This changes the way performance and brand campaigns are distributed within marketing departments, effectively rebalancing budgets moving forward.
... Google ads is one of the Google social media company platforms that provides advertising services through search engines. This platform uses a pay per click (PPC) system for each ad that will be displayed to potential visitors (Kapoor et al., 2016). ...
This paper aims to provide information that pragmatic strategies is needed to offer university campaign. It is related to applied linguistics that make brand of universities known by many people. There are theory namely Ethos, Pathos and Logos that need to implement advertiser to make attention and awareness of the target audience. The results of this research can also help stakeholders determine the promotion and branding strategy of the institution such as higher education. A great university may not be known to many people, or it may only be known by certain people. Small universities could be even worse. This research is a marketing trial using google ads to increase the number of new student registrants at a State Islamic University (UIN Raden Mas Said Surakarta). Promotion technique is adopted the Aristotle’s rhetoric namely trend consideration (Ethos), fundamental consideration (Pathos) and technical consideration (logos). All of these techniques use a pragmatic strategy approach where the advertiser does not invite the target audience directly, but the university and the target audience are brought together based on core of supply and demand. If compared to the previous year, there will be a 41% increase in registrants in 2021. This strategy has a significant impact and is very influential. A metadata analysis was chosen because this research studied deeply three sources of statistical data including keywords trends, enrolment statistics and a campaign statistic.
... Pay-per-click advertising allows businesses to place ads on search engines and social media platforms, paying only when a user clicks on the ad (Kapoor et al., 2016). This strategy, encompassing Google Ads, Facebook Ads, and more, enables precise targeting, measurable results, and quick visibility, driving immediate traffic and conversions. ...
This research investigates the impact of digital marketing strategies on business performance within the beauty industry. The study aims to analyze the correlation between various digital strategies social media engagement, influencer collaborations, personalized content, data-driven approaches, and omnichannel integration and their influence on key performance indicators such as sales growth, consumer trust, loyalty, and marketing ROI. A mixed-methods approach was employed, incorporating qualitative methods like interviews and focus groups with industry experts and consumers, alongside quantitative surveys distributed among beauty brands. Thematic analysis was conducted on qualitative data, while statistical analysis, including correlation and regression, was applied to quantitative data. Findings reveal a significant positive correlation between robust social media engagement metrics and increased sales growth, emphasizing the pivotal role of social platforms in revenue generation. Additionally, influencer collaborations emerged as influential drivers of consumer trust and purchase intent. Personalized content was found to foster higher customer loyalty, while data-driven strategies significantly improved marketing ROI. Effective omnichannel integration positively impacted overall customer satisfaction and brand perception. Implications for businesses in the beauty industry include the need to prioritize engaging content creation, authentic influencer partnerships, personalized marketing approaches, data-driven decision-making, and seamless omnichannel experiences. Addressing challenges such as digital saturation, privacy concerns, and platform dynamics while leveraging strengths in reach, targeting, and engagement will be crucial for sustained growth and competitiveness.
... The merging of Artificial Intelligence (AI) with digital marketing marks a transformative point in today's business world. AI, with its unparalleled computational prowess and ability to mimic human cognition, has ushered in a new era of marketing strategies that are both data-driven and consumer-centric (Kapoor et al., 2018). This convergence promises enhanced efficiency, precision, and personalization in digital marketing endeavors. ...
This study aims to analyze the extent to which Artificial Intelligence technologies have augmented or replaced human roles and how these changes have influenced firms in the industry. The research explores the surge in AI utilization for enhancing client engagement, data analysis, and marketing campaign optimization and its consequent transformation of the labor market landscape. By focusing on a region-specific context, the study addresses the gap in current literature, and provides experiential insights into the employment implications of AI in the digital marketing sector. The dissertation examines various magnitudes including employment rates, job roles, employee turnover, hiring practices, and productivity within the industry. The integration of AI in Oman's digital marketing industry significantly influences employment dynamics. The findings underscore the need for adaptive skills, strategic hiring, and high employee productivity for industry growth Global Scientific Journal: Volume 13, Issue 2, February 2025
... Through artificial intelligence, machine learning and robotics, digital marketing enables the steaming of several videos and contents about the business' products/services. This improves client awareness in relation to the product that the business is selling to spur increased sales, revenue and profitability (Kapoor et al., 2016). Digital marketing also improves the understanding of customer preferences and purchase behaviours and patterns. ...
To reach logical conclusion on how digital marketing can be integrated as part of the operational strategy that improves the effective market performance of the operators in the Middle East industrial automation and equipment market, this study used systematic review as one of the methodologies for qualitative critical content analysis. As the world becomes increasingly digital, findings of the study revealed that digital marketing tends to become quite essential for improving the effective market performance of most contemporary businesses. Usage of digital marketing enables the business reach multitudes of consumers using cheap and easy approaches that reach consumers in any location. This lowers the overall cost of marketing and promotion to spur the business’ overall cost competitiveness. Yet as the business’ cost competitiveness improves, the significant reduction of the marketing costs also lowers the general operational costs. This enlarges the business’ operational profits to contribute to the increment of the returns on shareholders’ value. To achieve such positive outcomes, findings suggests strategic digital marketing would require the utilisation of five steps encompassing identification of target audience, competitor landscape analysis, determining digital marketing channels, creating and optimizing digital marketing strategy, creating content and unique value proposition plan and creating and optimizing the digital marketing strategy. In the context of such findings, the study concludes with the suggestion of the digital marketing framework that can be integrated as part of the operational strategy that improves the effective market performance of the operators in the Middle East industrial automation and equipment market.
... Pay-Per-Click: Pay per click, commonly called PPC, is an online advertising model where entrepreneurs pay every time visitors click on their advertisements (Dwivedi, 2016;Kolambe et al., 2021). PPC can be done through Google AdWords, MSN, Facebook, Amazon, and LinkedIn Advertising. ...
Managing the spread of “disinformation” is becoming an increasingly difficult task of our time, with an emphasis on digital marketing and its influence on organizational reputation. This paper aims to analyze the phenomenon of disinformation, with emphasis on the role of digital marketing and the consequent effect on organizational image. Thus, using the systematic literature review methodology, the study defines and categorizes different types of disinformation, namely fake news, misinformation, and propaganda, and how they are spread across different channels. Using the research, it is possible to conclude that digital marketing is more effective in spreading disinformation than traditional media and word-of-mouth; social media management and content marketing are the most effective. The work also evaluates the catastrophic impact of disinformation on an organization’s image, fiscal health, and the trust of its stakeholders. Using the Chi-Square Test for Independence and Logistic Regression, the study determines the factors likely to lead to severe consequences of disinformation campaigns. Last but not least, the paper also suggests ways of preventing the spread of disinformation, which include improved education on the use of digital platforms, better fact-checking systems, and an improved code of ethics in digital marketing.
... PPC (pay-per-click) advertising is one of the most performance-oriented forms of advertising that allow ads to appear on the SERP (search engine results pages) above SEO (search engine optimisation) listings (Kapoor et al., 2016). ...
This paper analyses the advertising campaigns built through Google and Meta Ads (Facebook and Instagram) and the results they have generated for a family-owned chain of pharmacies in Romania. In 2022, the brand, which has been operating for almost three decades, started using online advertising to reach a wider audience and to generate online sales. The primary objective of the paper is to measure the performance of online advertising in terms of brand visibility, website traffic, and online sales over a two-year period from April 2022 to March 2024. The following key performance indicators were analysed: clicks, impressions, CTR (click-through rate), conversions, conversion rates, transactions, and ROAS (return on ad spend) in order to understand how different marketing strategies on Google and Meta Ads can improve online sales. This research aims to provide insights and incentives for other family businesses, especially those with large well-established track records of customers and using traditional forms of advertising to transition to digital marketing and e-Commerce.
... In a study [5] paid click advertising models provide competitive offers among commercial advertisers. This means that in the digital business, especially in digitalization advertising actors, there is fierce competition in providing advertising services so that it provides benefits for anyone who can seize this opportunity. ...
This study aimed to analyze the impact of paid click advertising on online purchasing behavior, assess the significant influence of perceived risk on online purchasing behavior, and investigate the indirect effect of paid click advertising and perceived risk on online impulse purchases, with a subsequent examination of how online impulse purchases directly impact consumer emotional intelligence. The population in this study are all people who have recorded experience using QRIS payments in the city of Rantauprapat as a payment method and the sample size used is 150 respondents. The data tested model uses the SEM-PLS (Partial Least Square) structural equation technique using Smart-PLS 4.0 software, within the framework of quantitative descriptive research methodology.. Based on the results of research and discussion, the findings of this study are as follows: first, The majority of respondents reported experiencing impulsive buying, primarily influenced by online advertisements viewed through smartphone applications, with 58 individuals (38.7%) attributing their online shopping behavior to this factor. Second, the results of the study partially show that paid click advertising and perceived risk have a positive and significant effect on online purchasing behavior and impulsive buying online. Third, partially that online purchasing behavior has a positive and significant effect on impulsive buying online. Finally, partially impulsive buying online has a positive and significant effect on emotional intelligence. Keywords: paid click advertising, risk perception, online purchasing behavior, online impulsive buying, consumer emotional intelligence
... SEO is the process of optimising a website's content, structure, and technical aspects to make it appear in the highest organic (non-paid) rank in the search engine when the customer types in relevant keywords [43,44]. PPC is a form of online advertising where advertisers bid on specific keywords, and their ads appear on the top of the SERP when someone searches for those keywords [44][45][46]. ...
The current marketing landscape faces challenges in content creation and innovation, relying heavily on manually created content and traditional channels like social media and search engines. While effective, these methods often lack the creativity and uniqueness needed to stand out in a competitive market. To address this, we introduce MARK-GEN, a conceptual framework that utilises generative artificial intelligence (AI) models to transform marketing content creation. MARK-GEN provides a comprehensive, structured approach for businesses to employ generative AI in producing marketing materials, representing a new method in digital marketing strategies. We present two case studies within the fashion industry, demonstrating how MARK-GEN can generate compelling marketing content using generative AI technologies. This proposition paper builds on our previous technical developments in virtual try-on models, including image-based, multi-pose, and image-to-video techniques, and is intended for a broad audience, particularly those in business management.
... In contrast, IoE brings network intelligence to manage all these concepts in one cohesive system. IoE includes not only machine-to-machine communication (from IoT) but also humanto-machine and human-to-human communication through technology, following the input and output framework (Kapoor et al., 2016). At the same time, eWOM via the internet during this period has been frequently studied and findings indicate that eWOM has an effect on purchase intention and consumer loyalty and commitment (Petrescu et al., 2020). ...
... According to the China Digital Marketing Trend Report, advertisers are expected to increase their advertising budgets in the coming years, particularly, in search advertising (Miaozhen Academy of Marketing Science et al., 2023). However, while some advertisers have succeeded in paid search advertising, others have not achieved the desired effect (Kapoor et al., 2016). This variation in success may be attributed to advertisers adopting different signaling strategies, with the displayed signals directly influencing advertising performance. ...
Purpose
In online exchange platforms' sponsored search advertising, the array of product quality signals within a keyword search results list plays a crucial role in shaping buyers' purchasing decisions. This research seeks to explore the impact of various quality signals – namely, ranking position, seller reputation and product price – on ad clicks. Additionally, it examines the role of keyword attributes, such as specificity and popularity, in modulating the effects of these quality signals on advertising clicks.
Design/methodology/approach
A total of 5,763 effective data points were collected from a leading B2B electronic platform company, and we employed negative binomial regression with Heckman correction methods to test the hypotheses.
Findings
The results indicate that in online exchange platforms, search ad clicks are significantly and positively affected by displayed signals such as ranking position, seller reputation and product price information. Notably, a U-shaped relationship emerges between product price and ad clicks. Furthermore, keyword specificity and popularity distinctly moderate the impact of these displayed signals on ad clicks within online exchange platforms.
Originality/value
This paper addresses the gap in existing research on search advertising by methodically analyzing the impact of various signals displayed in search results and how keyword attributes moderate ad clicks, all through a signaling theory lens.
... In Click-based advertising model, advertisers pay per click (PPC) for their search result ads, with the amount paid per click referred to as the cost per click (CPC) (4,5). Google's approach to ad placement differed from Overture's in a significant way. ...
The digital advertising industry faces significant challenges due to ad fraud, which encompasses various deceptive practices such as click fraud, domain spoofing, ad injection, pixel stuffing, forced redirect ads, and SDK spoofing. These fraudulent activities lead to financial losses for advertisers and undermine the effectiveness of their campaigns. This research aims to investigate the application of artificial intelligence (AI) techniques to combat ad fraud and discuss five AI-based strategies, their implementations, and potential outcomes. The proposed strategies include: 1) anomaly detection and behavioral analysis, 2) domain verification and network analysis, 3) real-time monitoring and ad content analysis, 4) SDK analysis and app attribution modeling, and 5) collaborative filtering and industry collaboration. Each strategy uses AI algorithms and machine learning models to identify and mitigate fraudulent activities in different aspects of the digital advertising ecosystem. The implementation of these strategies involves training AI models to detect anomalies in ad traffic patterns, analyze user behavior, verify domain authenticity, monitor ad content, and accurately attribute app installs. Anomaly detection and behavioral analysis utilize machine learning to identify suspicious patterns and deviations from normal user engagement. AI-powered techniques are used in domain verification and network analysis to detect disparities that indicate domain spoofing. Real-time monitoring and ad content analysis use AI to scan for malicious ad placements and fraudulent content. SDK analysis and app attribution modeling leverage AI to identify abnormal SDK interactions and discrepancies in install reporting. In collaborative filtering and industry collaboration, stakeholders share data and ideas to improve collective fraud detection skills. The expected outcomes of implementing these AI-based strategies include proactively identifying and mitigating fraudulent activities, avoiding payments for International Journal of Information and Cybersecurity 2 | P a g e low-quality traffic, ensuring ad placement on legitimate websites, preventing malware infections or privacy breaches, optimizing app marketing campaigns, and strengthening defenses against evolving ad fraud tactics.
... Praktik digital marketing juga dimanfaatkan oleh pelaku bisnis untuk berbagai tujuan termasuk distribusi dan penjualan barang, ritel layanan konsumen, manajemen hubungan pelanggan, dan bagaimana pelaku bisnis dapat mempengaruhi perilaku konsumen dalam keputusan pembelian (Dwivedi et al. 2015Kapoor et al. 2016Kapoor et al. , 2018(Rana et al., 2020;Yang et al. 2017). ...
Business demands for the use of technology in the marketing activities of small and medium enterprises have become mandatory to be met. Business competition and increasingly high business creativity require every small and micro business actor to carry out marketing strategies that are adapted to the times. The need for the internet is mandatory in all activities including business activities. Therefore, small and micro business actors must master digital marketing as one of the most effective tools in marketing products and services. This community service activity aims to increase the insight into knowledge, as well as the skills of small and micro business actors in terms of utilizing digital marketing, in this case the mastery of social meda. This activity was attended by 25 small and micro business participants using the seminar method, explanation of power point slides and LCD projectors, sharing experiences and discussions, as well as direct practice of creating social media accounts (business whatsapp, facebook, Instagram, tik-tok). This community service was carried out in Makroman Village, Welcome District, Samarinda City. The results show that several micro-small business groups have been active in implementing social media as a medium for promoting their business, although there are still many people who have not mapped online business accounts with accounts for personal gain. All participants showed great interest and attention in this activity and they have used marketing media through social media as a promotional medium on an ongoing basis.
... This definition of effectiveness is derived from the pay-per-click pricing model that has been popularized by search engines, such as Google and Yahoo! In this model, advertisers pay for each click on their sponsored links, and the effectiveness of advertising is measured by the number of clicks on the sponsored link (for a review of this literature, please see Kapoor et al., 2016). Accordingly, in this research, we define the effectiveness of an RA by the number of recommended alternatives clicked (NRAC) by a consumer. ...
This research empirically studies whether recommendation agents are as effective on newer, mobile devices (i.e., tablets, smartphones) as they are on older, stationary ones (i.e., desktop computers). We analyze clickstream data from Airbnb with a novel econometric model based on beta and logit regressions and estimated within the Bayesian framework. The model controls for self-selectivity bias. Our empirical findings show that recommendation agents are less effective on mobile devices; the number of recommended alternatives clicked by smart-phone (desktop computer) users is smaller (larger) than that of tablet users. This is managerially important as we also show that a consumer's purchase likelihood is directly related to the number of recommended alternatives evaluated by them. Furthermore, we found that men and younger consumers rely less on recommendation agents. Our results highlight the importance of redesigning recommendation agents for mobile devices as well as identifying consumer segments that need stronger incentives to shop online.
... PPC is the successful use of search engines to advertise products and services by presenting them on sites that result from keyword searches (also known as search engine marketing or SEO). Keyword advertising and PPC may be contrasted, and PPC is the most common kind of advertising in sponsored search (Kapoor et al., 2016). ...
Pengiklanan dalam talian telah menjadi salah satu alat yang menggunakan internet sebagai medium pemasaran di seluruh dunia untuk menghantar mesej promosi kepada individu di seluruh dunia di dunia hari ini. Pengiklanan dalam talian digunakan oleh perniagaan dan organisasi untuk mempromosikan produk dan perkhidmatan mereka. Terdapat lebih empat bilion pengguna Internet di planet ini. Ini menyediakan iklan dalam talian dengan rangsangan yang besar. Idea bahawa peningkatan pesat dalam hasil pengiklanan dalam talian menunjukkan kebolehlaksanaan pengiklanan web global sebagai alternatif kepada media tradisional semakin berkembang disebabkan oleh peningkatan dalam pengiklanan Internet. Pengiklanan dalam talian boleh disesuaikan, menjadikannya lebih mudah untuk perniagaan mengubah produk dan perkhidmatan mereka. Tujuan utama kajian ini adalah untuk mengenal pasti hubungan antara kaedah pengiklanan dalam talian dan keberkesanannya. Tinjauan itu mengumpul maklum balas daripada 300 responden. Soal selidik dalam talian disebarkan dalam kumpulan Facebook usahawan kerana peserta kebanyakannya adalah usahawan. Data ini dianalisis secara deskriptif dan melalui analisis inferensi. Kajian mendapati bahawa semua strategi pengiklanan dalam talian, seperti SEO, PPC, dan media sosial, adalah alat pengiklanan yang berkesan. Hasil kajian adalah penting dalam mengembangkan metodologi kajian literatur untuk pengiklanan internet dan menjadikannya relevan kepada semua pemilik perniagaan. Online advertising has become one of the tools that use the internet as a worldwide marketing medium to send promotional messages to individuals all over the world in today's world. Online advertising is used by businesses and organisations to promote their products and services. There are over four billion Internet users on the planet. This provides online advertisements with a considerable boost. The idea that a rapid increase in online advertising revenues demonstrates the feasibility of global web advertising as an alternative to traditional media is growing due to the rise in Internet advertising. Online advertising is adaptable, making it easier for businesses to alter their products and services. This study's primary purpose is to identify the relationship between online advertisements method and their effectiveness. The survey collected responses from 300 respondents. The online questionnaires are disseminated in an entrepreneur Facebook group because the participants were primarily entrepreneurs. This data was analysed descriptively and through inferential analysis. The study found that all online advertising strategies, such as SEO, PPC, and social media, are effective advertising tools. The study outcomes are critical in expanding the literature review methodologies for internet advertising and making them relevant to all business owners.
... Google arama motorunu sırasıyla Yandex (%16,83), Bing (%3,33), Yahoo (%2) ve DuckDuckGo (%0,71) arama motorları takip etmektedir (gs.statcounter.com). Click) reklamları, web sayfasının sahibi olan yayıncının sayfasında ürünlerin, hizmetlerin ya da işletmelerin reklamını yapması ve bu web sayfasını ziyaret edenlerin bu reklama her tıkladığında işletmenin web yayıncısına belirli bir miktar ücret ödemesi temeline dayanan bir reklam türüdür (Kapoor et al., 2016). Arama motoru pazarlamasının bir türü olarak değerlendirilen bu reklamların bazı avantaj ve dezavantajlarından bahsetmek mümkündür. ...
... The business model for newspapers and magazines, consisting of the number of copies sold (subscriptions and single copies) and advertisement, has come under review as the online market introduces new variables in the field. Different solutions adopted by magazine editors include payment per click (Kapoor, Dwivedi, & Piercy, 2016), entering the price war for advertisers, and even opening one's own e-commerce portal (for example, Harper's Bazaar and its Shopbazaar.com). ...
... Most firms use computers and an internet connection to increase their production and sales. Moreover, many firms use computers, and internet connections also contribute to business strategy, such as customising products and improving their quality and quantity (Abed et al., 2016;Kapoor et al., 2016;Yang et al., 2017). ...
In recent years, progress in digitalisation and foreign direct investment has caused many structural changes, reorganisation in economics, rising productivity, globalisation, and increasing trade or international investment flows, which have led to increased capital flows and information availability. Therefore, this research investigated the impact of digitalisation and foreign direct investment on economic growth in developed countries. Panel data analysis was applied to data of 16 developed countries, from 2006 until 2019. The findings show that digitalisation - presented by mobile cellular and internet users - and foreign direct investment positively impacted economic growth, thus they strongly contribute to advancing the economy and increasing welfare. Therefore, developed countries have been learning about the critical role of technology and capital, as stated by economists over several decades, and developing countries can copy their policies into their own economic strategies.
... It is one of the Google social media company platforms that provides advertising services through search engines. This platform uses a pay per click (PPC) system for each ad that will be displayed to potential visitors [14]. ...
This paper aims to provide information that pragmatic strategies is needed to offer university campaign and branding. Researcher used Aristotle’s argumentation, ethos, logos and pathos to gain target audiences at Universitas Raden Mas Said Surakarta website. The advertisement in the form of word organization that was distributed with Google Ads. It is perceived that this practical application will improve attention and awareness of google users. Narrative design was conducted to find the answers associated to the research problem and the result was analyzed using rhetorical discourse analysis. It revealed that the word form, word organization, and context are able to influence the audience. All of these techniques use a pragmatic strategy approach where the advertiser does not invite the target audience directly, but the university and the target audience are brought together based on core of (word organization) supply and (audiences’ need) demand. This way is very efficient and effective to use during the covid-19 outbreak. This is also a reflection that conventional advertising has begun to be replaced by digital advertising. If compared to the previous year, there will be a 41% increase in registrants in 2021. This strategy has a significant impact and is very influential.
... Since Internet access is widespread and consumers are compelled to shop online during the emergency lockdown, social media advertising has become a successful means of marketing communication. Businesses have acknowledged the significant of social media space and has keenly motivated to promote product awareness through viral marketing on social networks (Kapoor et al., 2016). ...
Recent marketing research focuses on social media marketing as an essential tool for companies to fully utilise particularly with the increase of online and home-based consumption during pandemic. In particular, the authors hypothesize that online consumer review, social media advertisement and influencers endorsement may affect online purchase intention. The investigation of the hypotheses utilizes a sample of 163 customers who shop for fashion apparel via online platforms during the pandemic. In order to assess the relationships between these variables, the current research used quantitative methods through an online self-administered questionnaire, in which the scale items were derived from existing literature. These results suggest that ‘Online Consumer Review’, ‘Social Media Advertisement’, and ‘Influencer Endorsement’ have a positive and significant correlation with online purchase intention of fashion apparel during pandemic (r = .25; r = .35; r = .48, respectively). The researcher deliberates the implications for marketing research and practice which include addressing the literature gap in understanding online purchase intention of fashion apparel during the pandemic and highlighting the importance of social media marketing for companies to survive in the 21st century of online-based consumption and consumer-oriented social media.
This section emphasizes the current importance of medical tourism and addresses how healthcare institutions in the health tourism market should focus on changing needs. It explains in detail how evolving marketing strategies, driven by digital transformation, are applied in medical tourism. The significance of health tourism for both individuals and countries is highlighted, and medical tourism is described as a subset of health tourism that involves traveling to another country to receive healthcare services. At the end of the section, the impact of technologies such as artificial intelligence and the Internet of Things on health tourism marketing strategies is discussed. Predictions are also provided on how digital transformation will shape the health tourism sector in the future.
Social networking sites (SNSs) provide a platform for disseminating different types of information, including stock market information. Many studies in the literature discuss the influence of social media on the stock market. However, little effort has been made in the past to present a literature review. This exploratory study aims to review the literature on social media and the stock market published from 2004 to 2018 and present insights and directions for future research. The study collects data from Scopus and ISI Web of Science databases and subjectively selects 126 papers, and conducts metadata analysis. In addition, the selected papers were analyzed to present the insights and classifications of the literature based on content analysis. This review classified the selected papers into different domains: reaction (e.g., investor behavior, market behavior, corporate governance and financial performance), data analysis techniques (mathematical, econometric models, data and text mining), and application of pre-established models. It identifies influential authors, top journals, top contributing nations, top contributing institutions, top citations, most used words, top publishers and contributions by fields. It develops a framework showing how the information of SNSs is disseminated, processed and responded to. It also finds that most of the paper outcomes support online social media as important information dissemination platforms for investment decisions in the stock market. The study will offer a novel opportunity for future assessment and contribution to the behavioral finance literature.
Tourism play a vital role in the development of any country. The objective of the study is The Effect of Digital Marketing (DM) and Competitive Advantage (CA) on Recovery Performance of Tourism (RPT) in Oman. The questionnaire method was used to collect raw data from 251 Hotels in Oman. Confirmatory factor analysis was applied to evaluate the measurement, model reliability and validity. Statistical package investigated the relationship between the competitive advantages for the Social Sciences (SPSS). The findings indicate that competitive advantage significantly affected digital marketing and Recovery Performance of Tourism. Moreover, while digital marketing greatly influenced digital marketing management practices, digital marketing did not affect competitive advantage. One reason is the lack of employee knowledge that competitive advantage measures have the potential to reduce rework, waste and shortages in hotels. The study found that competitive advantage practices significantly affected digital marketing. The limitation of this research is that some tourist hotels There are no leaders to ensure competitive advantage in hotels; Therefore, the questionnaires were circulated to hotels Managers or hotel management leaders that negatively affect the quality of data collected from responses. In the end, the framework is the main contribution and it is recommended to use it in hotels. This study provides guidelines for competitive advantage and the responsibilities of competitive advantage to provide keen decision to improve Recovery Performance of Tourism and to ensure employee competency. The limitation of this research that some tourist hotels do not have the competitive advantage assurance leaders in hotels the questionnaires were thus distributed to hotel or hotel managers management leaders, which may influence the value of responses. In the end, the frame appeared to be the main contribution to awareness and recommended use to ensure successful and distinguished hotels in both the public and private sectors. The current study identifies
Pojawienie się Internetu to nie tylko postęp w zakresie technologii. To także rozwój i otwarcie nowych dróg do analizy potrzeb konsumentów. Jednym z najistotniejszych kanałów nowoczesnego marketingu jest niewątpliwie wyszukiwarka Google, a widoczność w wynikach wyszukiwania to często kluczowy aspekt, decydujący o sukcesie działań promocyjnych. Możliwości analizy fraz wpisywanych przez użytkowników wyszukiwarek daje szeroki obraz ich potrzeb i pragnień. Niniejszy artykuł, dzięki analizie fraz kluczowych wpisywanych przez osoby poszukujące studiów za pośrednictwem internetu wskazuje, jakie czynniki są dla nich istotne i co w dużej mierze decyduje o wyborze konkretnego kierunku i uczelni. W opracowaniu przybliżono system działania wyszukiwarki Google oraz zintegrowanych z nią systemów reklamowych i narzędzi analitycznych. Następnie odniesiono się do teorii podejmowania decyzji konsumenckich. Część empiryczna to analiza fraz wpisywanych w wyszukiwarce internetowej. Dane pochodziły z dwóch narzędzi: Google Search Console oraz systemu reklamowego Google Ads i dotyczyły strony Państwowej Uczelni Zawodowej we Włocławku (obecnie Państwowej Akademii Nauk Stosowanych we Włocławku).
Amaç – Covid-19 salgınından en çok etkilenen sektörlerden birisi lojistik sektörüdür. Teknolojiden en çok faydalanan bu sektörün dijital pazarlama ve e-lojistik faaliyetlerinin incelenmesi bu çalışmanın amacını oluşturmaktadır. Ayrıca teknolojiden en çok faydalanan lojistik sektörünün dijital pazarlama ve e-lojistik faaliyetlerinin incelenmesi amaçlanmıştır. Yöntem - Çalışmada Kocaeli ilinde faaliyet gösteren işletmeler üzerinde anket çalışması yapılmış olup, online olarak 270 geçerli veri toplanmıştır. Bulgular - İşletmeler birden fazla dijital pazarlama faaliyeti kullanmaktadır. E-lojistik faaliyetleri hakkında ise yeterli bilgiye sahip olunmadığı sonucuna ulaşılmıştır. İşletmeler e-lojistik kanallarını kullanmamaktadır. Sonuç - İşletmenin faaliyette bulunduğu süreye göre pandemi döneminde dijital faaliyetleri ve e-lojistik faaliyetleri, işletmenin çalışan sayısına göre pandemi döneminde dijital faaliyetleri ve e-lojistik faaliyetleri farklılaşmaktadır. Ayrıca işletmenin pandemi dönemindeki dijital faaliyetleri e-lojistik faaliyetlerini etkiler, sonuçlarına ulaşılmıştır.
Medical tourism has emerged as a burgeoning industry, with patients seeking healthcare services across borders. In this digital age, the role of digital marketing strategies in shaping the performance of medical tourism companies cannot be understated. Through an exhaustive analysis of existing research,
this literature review elucidates the diverse ways in which digital marketing strategies impact medical tourism company performance. It uncovers how these strategies enhance global visibility, attract a wider patient base, facilitate better engagement with prospective patients, and nurture lasting relationships
with returning clients. Furthermore, this review highlights the evolving landscape of digital marketing in the medical tourism industry, considering recent advancements in technology and the shifting preferences of healthcare consumers. It also emphasizes the need for medical tourism companies to adopt innovative and ethical digital marketing practices to ensure sustained growth and competitive advantage. Ultimately, it offers valuable insights for
industry practitioners, policymakers, and scholars seeking to navigate the intersection of healthcare, tourism, and digital marketing.
Content marketing is evolving and becoming an impressive marketing tool in this data-driven, and digital world, especially with the advent of social media. The research method of this paper is qualitative because the aim is to provide an extensive overview, explanation, and discussion on content marketing in media. To investigate the issue of content marketing, 32 peer-reviewed literature and academic references were selected in Google Scholar for this study. This literature was published from 2012 to 2022. This paper argues that the future of marketing requires brands to center on engagement and interaction between the brand and consumers through content marketing. And a brand can conduct content marketing for its enterprises by four practical steps: setting a mission, goals, and performance indicators for the content marketing campaign, knowing its audience, creating a plan for content creation, and utilizing keywords and promoting its content.KeywordsContent marketingSocial mediaOnline content
Küreselleşme ile birlikte müşteri yapısı da değişmiş, ürün ya da hizmetlerin
daha geniş bir alanda, daha yüksek bir arz ve talep içerisinde pazarlanmasına
olanak vermektedir. Bu süreçte hizmetlerin hem iletişim olanaklarının
artması sayesinde daha etkili şekilde kitlelere pazarlanması, hem de ulaşım
olanaklarının artmasıyla birlikte hizmetlerin farklı pazarlarda, ülke ya da
bölgelerde pazarlanması mümkün hale gelmiştir. Bu süreçte, mevcut hizmet
kalitesi ölçüm yöntemleri ve buna bağlı olarak hizmet kalitesinin üretiminde
ve sunumunda bazı değişikliklerin yapılması gerekir. Bu bölümde, yerel ve
küresel boyutta hizmet kalitesinin ölçülmesi ve alternatif bir model önerisi
geliştirilmesine yer verilmiştir.
Bu kitapta pazarlama alanında yaşanan dijital dönüşüm ve dijital pazarlama stratejileri ağırlıklı olmak üzere, butik pastacılık, sigorta, tarım ve sağlık hizmetlerinde dijital pazarlama, kuşakların dijital pazarlamaya bakış açıları, oyunlaştırma, yerel ve küresel boyutları ile hizmet kalitesi, bütünleşik pazarlama iletişimi ve marka bilinirliği ilişkisi, kompulsif satın alma, paylaşım ekonomisi, pazarlama sosyolojisi ve pazarlamada tüketim ritüelleri ve organik ürünlerin pazarlanması konuları ele alınmış ve tartışılmıştır. Pazarlama alanında birçok konunun farklı yaklaşımlar ile ele alındığı bu kitap alanında yetkin 27 yazarın katkıları ile hazırlanmıştır.
Digital Marketing has been in development for more than 30 years. Since 2000, however, it has developed extremely quickly, significantly altering how businesses market themselves. Based on secondary data, extant literature, and internet sources from Google Scholar, this paper will provide a review of the evolution of the digital market in the 21st century and its underlying factors. According to the different motivations for the digitalization of the market, the paper will break the evolution of the digital market in the 21st century into three periods: between 2000 and 2010, between 2010 and 2019, and after 2019. The growth of the digital market will be focused on, and it will be discussed how the new technologies, advertising concepts, platforms, and economic crises affected the digital market. Different tactics for the digital market, including Pay-per-Click (PPC), Search Engine Optimization (SEO), Content Marketing, Social Marketing, etc., will also be discussed.
Günümüzde toplumlar iki büyük zorlukla karşı karşıyadır bunlar: teknoloji ve insan potansiyelidir. Robotların işyerlerinde insanların yerini alacağından endişelenen analistler, gazeteciler ve büyük beyinler arasında bir süredir yapay zeka hayaletleri dolaşmaktadır. Yapay zeka sayesinde yaratılan sohbet robotları kullanıcı deneyimini iyileştirmektedir ve böylece dijital pazarlama uzmanları için en güçlü modern araçlardan biri haline gelmiştir. Pazarlamada makine öğreniminin uygulanması, insan davranışını anlamaya ve tahmin etmeye imkan tanımaktadır. Davranışı, geliri, fiyat farkı yüzdesi, pazar payı, likidite, uzun vadede müşteri değeri ve müşteriyi elde tutma olasılığı gibi temel faktörlerin analiz edilip uygulanması müşteri tabanlı pazarlama stratejisi ile sonuçlanmaktadır. Bu makalenin amacı, pazarlamada yapay zekanın uygulama alanlarını ve olanaklarını araştırmaktır. Hem fiziksel hem de bilişsel faaliyetlerin yapay zekâ ve makine öğrenimi ile değiştirilebileceği varsayımına odaklanan bu çalışma, tanımlayıcı bir araştırma tekniği kullanarak yapay zekânın dijital pazarlamadaki rolünü araştırmıştır. Pazarlama ve yapay zekâ ile ilgili çeşitli sektörlerden profesyonellerle yapılan bir inceleme, yapay zekânın pazarlama operasyonları üzerinde bir etkisi olduğunu ve gelecekte daha büyük bir etkiye sahip olacağını ortaya koymaktadır. Veri odaklı yeni yöntemleri dijital pazarlama stratejileri ile bütünleştirmek şirketlere teknik ilerleme açısından stratejik avantaj sağlamaktadır. Üretilen büyük hacimli verilerden alınan dersleri belirleyerek, makine öğrenimi gelecekteki olayları tahmin edebilir ve karar alma sürecine yardımcı olabilmektedir. Bu özellik, işletmelerin stratejik karar alma süreçleri üzerinde önemli bir etkiye sahiptir ve basitleştirmektedir. Çalışmanın ihtiyaç değerlendirmesine göre, pazarlamacıların ML teknolojilerine yönelik tutumları ve anlayışlarının yanı sıra operasyonel ve stratejik yönetimi desteklemek için alımları ve kullanımları hakkında çok az şey bilinmektedir. Akıllı robotik teknolojiler şirketlerin internet pazarlaması için ideal olarak görülmektedir. Kullanılan bu teknolojiler sayesinde tüketicilerin ne istediği belirlenebilmektedir ve teklifleri özelleştirilmektedir. Toplanan veriler ile içerik oluşturmak basitleşmektedir. Böylelikle çok sayıda veri toplanarak iş seçeneklerine dönüştürülmektedir.
The present study used the quantitative research approach to examine the mediating effect of Competitive Advantage (CA) on the relationship between digital marketing dimensions of content marketing (CM) and Recovery Performance Tourism (RTP) in Oman. The present study will be used of descriptive analysis is presenting demographic variables, such as gender, age, education level, income through using frequency or percentage, mean, standard deviation, variance, etc. The present study will be applied the structural equation modeling (SEM) for examining of the casual model due to the fact that it is describing the casual mechanism of the mediating effect of competitive advantage on the relationship between digital marketing dimensions especially content marketing (CM) and recovery performance tourism. (RTP) in Oman. The study result identified that the three are significant mediating effect of Competitive Advantage (CA) on the relationship between digital marketing dimensions of content marketing (CM) and Recovery Performance Tourism (RTP) in Oman. The study recommends as the policy guideline for ensuring that the Omani Tourism industry has to focus more on Competitive Advantage (CA) to recovery of tourism sectors and for Recovery Performance Tourism (RTP) in Oman.
Doksanlı yılların sonu itibariyle dijital çağa geçişle birlikte bilgi ve iletişim teknolojileri hızla gelişmiştir. Bu durum istenilen bilgiye hızlıca erişimi,
bireylerin ve işletmelerin birbirleriyle daha fazla etkileşimde bulunmalarına ve
işletmelerin faaliyetlerinde dijital kanalları kullanmalarına imkân tanımıştır.
Dijitalleşmenin sağladığı olanakları fark eden işletmeler, geleneksel pazarlama
uygulamalarından dijital pazarlamaya geçmeye başlamıştır. Bilgi teknolojilerinin yoğun bir şekilde kullanıldığı sağlık sektörü de dijital dönüşümden oldukça
etkilenen alanlardandır. Etki alanı ve diğer hizmetlerden farklılaşması sebebiyle,
sağlık hizmetleri pazarlaması disiplinler arası bir alandır ve hem klasik hem de
sosyal pazarlamaya özgü belirli kavramları, yöntemleri ve teknikleri kullanmaktadır. Bu açıdan sağlık hizmetleri pazarlaması, sağlıklı bir nüfus görüntüsü oluşturmak, kronik hasta kategorisinin tespiti, hasta insanların tedavisinin sağlanması, hastaların topluma yeniden entegre edilmesi gibi pek çok durumda aktif şekilde kullanılabilecek bir pazarlama türüdür. Örneğin, günümüzde bireyler hastalık
belirtilerini ve ilaçları araştırmak, hekimler ve hastaneler konusunda bilgi almak,
forumlarda sağlık konusundaki tartışmalara katılmak, sağlıkla ilgili blogları takip etmek, hekimlerle anında iletişim kurmak gibi birçok amaçla interneti kullanmaktadır. Sağlık kuruluşları ise web siteleri, mobil uygulamalara, forum ve
bloglar gibi dijital pazarlama araçlarıyla işletmelerini ve verdikleri hizmetleri
tanıtmakta, hedef kitleleriyle interaktif iletişim kurabilmektedir. Sağlık hizmetlerinde dijital pazarlama alanı görüldüğü gibi çok geniştir, ancak asıl amaç, mal
ve hizmetleri daha verimli ve kişisel hale getirmektir. Bunu başarmak için her
sağlık işletmesi, işinin ne kadarının dijital dönüşümden etkilendiğini değerlendirmeli ve ardından uygun bir strateji geliştirmelidir.
Bu bölümde sağlık hizmetlerinde dijital pazarlama uygulamaları ele alınmıştır. İlk olarak dijital pazarlama kavramından, dijital pazarlamanın öneminden
ve unsurlarından bahsedilmiştir. Daha sonra sağlık hizmetlerinde pazarlamanın
nasıl yapıldığına kısaca değinildikten sonra dijitalleşmenin sağlık hizmetlerinin
pazarlanmasını nasıl etkilediği, dijital pazarlama araçlarının sağlık hizmetlerinde nasıl kullanıldığı anlatılmıştır. Son olarak sağlık hizmetlerinde dijital pazarlama uygulamalarında etik açıdan dikkat edilmesi gereken unsurlara değinilmiştir.
Social media has evolved at a rapid pace, influencing every aspect of the global community. The purpose of this paper is to use bibliometric analysis tools to evaluate valid works on the relationship between social media and information sharing. A review study of research papers on social media and information sharing published between 2009 and 2020 was conducted. The bibliometric analysis identified the following characteristics: (1) the primary articles are based on information sharing through social media; (2) the main authors deal with information sharing in social media; (3) the newestrend topics related to information sharing in social media are demographic characteristics, cognition, sentiment, healthcare, products and services recommendations, tourist recommendations, and COVID-19. The results show significant impact rates in studies of information sharing in social media. Overall, this study serves as a basis for new scientific questions that will contribute to the further development of this research field.
You can reach my book, 'Digital Marketing' via the following link:
https://www.morebooks.shop/store/gb/book/digital-marketing/isbn/978-613-8-96557-2
The study aims to explore the influence of one dimension of Search Engines which is Pay per click advertisements (PPC) on attracting customers and online advertisements effectiveness. Quantitative research analysis approach was used in collecting the data. The researchers distributed (170) questionnaires on (30) companies that using E-marketing in Jordan. The researchers received back (110) questionnaires and out of them (87) questionnaires were only usable and entered into the statistical analysis. After executing the analysis, the study concluded that using pay-per-click advertisements (PPC) has direct effect on attracting customers and online advertisements effectiveness at (a<=0.05) level at companies using E-marketing in Amman city.
With an increasing pervasiveness, prevalence and severity of cybercrimes, various metrics, measures and statistics have been developed and used to measure various aspects of this phenomenon. Cybercrime-related data, metrics, and information, however, pose important and difficult dilemmas regarding the issues of reliability, validity, comparability and practical utility. While many of the issues of the cybercrime economy are similar to other underground and underworld industries, this economy also has various unique aspects. For one thing, this industry also suffers from a problem partly rooted in the incredibly broad definition of the term "cybercrime". This article seeks to provide insights and analysis into this phenomenon, which is expected to advance our understanding into cybercrime-related information.
When seeking help for health problems, a majority of individuals now look online first. There they are confronted with millions of results and typically visit only a few top-listed websites. As a consequence, being noticed is a significant problem for psychologists who use online tools to recruit help-seeking persons to either research studies or professional practices. The salience of a psychologist’s online presence can be increased through the use of pay-per-click (PPC) advertisements that, for a price, appear near the top of the search results listings. The potential of PPC advertising to recruit a clinical sample for a research survey on childhood obsessive–compulsive disorders (OCD) was tested in this proof-of-concept case study using Google AdwordsTM. We created and implemented ads whose appearance on searchers’ screens was triggered by selected keywords that matched the content of our website landing page. Ads were displayed in 11 selected geographic locations worldwide and were aimed at parents of children with OCD. Over a 16-week campaign, 183 participants completed our survey at an average cost of $27 per survey completion. Detailed keyword phrases were most effective, and geographical variation was notable. The results show that PPC advertising can be cost-effective for the recruitment of participants to studies on a specialized clinical topic. Moreover, because PPC ads can be restricted to small geographic areas, online advertising may also be cost-effective for making psychological services known to potential local clients. (PsycINFO Database Record (c) 2014 APA, all rights reserved)
Affiliate marketing is a prominent, contemporary type of performance-based Internet marketing whereby a company compensates affiliates for each customer referred through the affiliate’s marketing efforts. It is regarded as one of the most promising customer acquisition tools in eTourism. The present study aims to identify the key variables affecting consumer trust in tourism-related affiliate websites. A mixed method approach was adopted to explore both the consumers’ perspective, via focus-group interviews, and that of tourism affiliate practitioners via an online questionnaire. The main findings suggest that there is a distinction between pivotal determinants of trust and trust-enhancing factors. It is suggested that affiliates need to expose their competence and integrity to consumers. Affiliates that feature integrated booking engines need to reduce consumer’s uncertainty by structural assurances and by providing background information on their websites.
In this paper, we analyze the relationship between performance and use of brand terms in the key phrases that link advertisements to searcher queries. We use data that consist of more than 2.5 million daily records from a key word advertising campaign of a major U. S. retailer. The campaign spanned nearly four years, involved approximately 23 million in sales. We categorize key phrases and advertisements as either brand focused or non-brand focused. Using analysis of variance in a 2 x 2 design, we analyze use of branded terms on the critical key word advertising metrics of number of clicks, cost per click, sales revenue generated, number of orders, number of items ordered, and return on advertising cost, as well as number of impressions triggered by these key phrases. Therefore, we investigate a significant spectrum of user actions and consumer behaviors in a sponsored search campaign. Our findings show that there is a significant advantage to matching branding terms in key phrases and advertisements relative to any other combination of key phrase or advertisement for all the metrics examined. A combination of a branded phrase and a branded advertisement generated 15 times more sales revenue than any other combination of phrase and advertisement. Therefore, a focus by key word advertisers on branded terms for search engine ads could be quite beneficial for both the effectiveness and efficiency of key word advertising. The implication for online advertising and key word search in the e-commerce domain, especially for large retailers, is that brand mentions in both key phrase and advertisements correlate with higher conversions.
Purpose
The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this online generation.
Design/methodology/approach
Data were collected over a three‐year period (2009 to 2011) by surveying Millennials at a prominent southwest US university.
Findings
Results indicate that Millennials have a definite preference for certain forms of online advertising. There are digital marketing strategies that are considerably more effective in grabbing the attention of Millennials, motivating repeat visits to a web site, and encouraging Millennials to write online reviews.
Practical implications
By taking into consideration the preferences of Millennials, the effectiveness of online communications and digital marketing aimed at this market segment can be increased. Recommendations are made regarding types of online advertising to use, how companies should design their web sites, how to motivate repeat visits to web sites, and how to encourage Millennials to write online reviews. Millennials are reading and being influenced by online reviews.
Originality/value
Even though online advertising is the fastest growing advertising medium, only a small percentage of total advertising expenditures are currently being devoted to the internet. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this generation.
Online advertising spending in the United States exceeds $20 billion annually. However, click rates on display advertisements average only 0.1 percent. Are low click rates evidence that display advertisements have no impact on consumer behavior? Or, does display advertising work in a manner similar to traditional "branding" advertising, with multiple exposures being required to effect a change in consumer behavior? This article shows that the click is not an accurate indicator of the effectiveness of online display advertisements. Even when click rates are minimal, display advertisements can generate meaningful increases in site visitation, trademark search, and both online and offline sales.
This study develops a theoretical model, based on the theory of reasoned action and the concept of behavioral calculus, for understanding on-line advertiser behavior. Structural equation modeling and survey data are used to test hypotheses on how beliefs about on-line pay-per-click advertising shape the attitudes and subjective norms that lead advertisers to advertise on-line. The roles of trust, third-party tools, and support from search engine providers are explored. The study confirms that attitudes and subjective norms significantly influence intention to advertise on-line using the pay-per-click model, but trust in search engine providers and third-party monitoring and filtering tools are also found to have central roles. Trust can significantly increase the perceived benefits, in addition to its direct positive impact on attitude and subjective norms. The perceived effectiveness of third-party tools has a positive impact on attitude and trust, and thus on intention to advertise on-line.
Advertising and marketing budgets are often the first hit during an economic crisis. With the rise of e-commerce in recent years, both Internet-based and brick-and-mortar companies are competing for time and attention from Web visitors. While cost-per-click has long been a popular online advertising model, cost-per-action has risen as a competitor. Utilizing a beta test, this article compares a new interactive cost-per-action advertising model with the efficiency of the traditional cost-per-click model, with respect to total Web site visits and the potential for click fraud. Additionally, secondary data is used to discuss the benefits of engaging consumers in an interactive medium where learning can occur. Together, this research highlights the potential for online advertisers to get increased value using an engaging and cost effective alternative to the traditional, static cost-per-click advertising model.
In this research, we evaluate the effectiveness of the buying funnel as a model for understanding consumer interaction with keyword advertising campaigns on web search engines. We analyze data of nearly 7 million records from a 33 month, $56 million (US) search engine marketing campaign of a major US retailer. We classify key phrases used in this campaign into stages of the buying funnel (i.e., Awareness, Research, Decision, and Purchase) and then compare the consumer behaviors associated with each stage of the buying funnel using the critical keyword advertising metrics of impressions, clicks, cost-per-click, sales revenue, orders, and items sold. Findings from our analysis show that the stages from the buying funnel are effective for classifying types of queries, with statistically different consumer behaviors for all attributes among all stages. However, results also indicate that the buying funnel model does not represent the actual process that consumer engage in when contemplating a potential purchase, as the stages do not seem to be associated with expected consumer actions as predicted by the model. Results show that Awareness key phrases cost less and generate more sales revenue than Purchase queries, indicating that these broader phases can be a lucrative advertising segment for sponsored search campaigns. The results reported in this paper are important to researchers interested in understanding online consumers interaction with search engines and beneficial to search engine marketers striving to design successful advertising campaigns. Insights from this research could produce keyword advertising efforts being more effectively targeted to consumers in order to achieve campaign goals.
This paper provides an overview of the development of Internet advertising. We offer a broad overview of both online and offline
advertising and the economic models that allow one to evaluate competition among advertisers. We focus on the extent to which
various types of online advertising compete with one another and with offline advertising. We also ask whether various types
of online ads are competitive with each other.
This article describes methods for enhancing the online presence of a dental practice to gain market share and facilitate communication with current and prospective patients. Topics discussed include creation of a website that will help patients easily locate the practice. The importance of back links and embedded keywords is stressed. A method for identifying competitors' online marketing strategies also is presented, along with discussions of patient reviews and pay-per-click advertising options.
The success of sponsored search has radically affected how people interact with the information, websites, and services on the web. Sponsored search provides the necessary revenue streams to web search engines and is critical to the success of many online businesses. However, there has been limited academic examination of sponsored search, with the exception of online auctions. In this paper, we conceptualise the sponsored search process as an aspect of information searching. We provide a brief history of sponsored search and an extensive examination of the technology making sponsored search possible. We critique this technology, highlighting possible implications for the future of the sponsored search process.
In pay-per click sponsored search auctions which are currently extensively used by search engines, the auction for a keyword involves a certain number of advertisers (say k) competing for available slots (say m) to display their ads. This auction is typically conducted for a number of rounds (say T). There are click probabilities mu_ij associated with each agent-slot pairs. The goal of the search engine is to maximize social welfare of the advertisers, that is, the sum of values of the advertisers. The search engine does not know the true values advertisers have for a click to their respective ads and also does not know the click probabilities mu_ij s. A key problem for the search engine therefore is to learn these click probabilities during the T rounds of the auction and also to ensure that the auction mechanism is truthful. Mechanisms for addressing such learning and incentives issues have recently been introduced and are aptly referred to as multi-armed-bandit (MAB) mechanisms. When m = 1, characterizations for truthful MAB mechanisms are available in the literature and it has been shown that the regret for such mechanisms will be O(T^{2/3}). In this paper, we seek to derive a characterization in the realistic but non-trivial general case when m > 1 and obtain several interesting results.
There is considerable excitement about the notion of 'Web 2.0', particularly among Internet businesspeople. In contrast, there is an almost complete lack of formal literature on the topic. It is important that movements with such energy and potential be subjected to critical attention, and that industry and social commentators have the opportunity to draw on the eCommerce research literature in formulating their views. This paper assesses the available information about Web 2.0, with a view to stimulating further work that applies existing theories, proposes new ones, observes and measures phenomena, and tests the theories. The primary interpretation of the concept derives from marketers, but the complementary technical and communitarian perspectives are also considered. A common theme derived from the analysis is that of 'syndication' of content, advertising, storage, effort and identity.
Marketing in business is the task of finding and stimulating buyers for a firms's output. Product development, pricing, distribution, and communication are the mainstays of marketing, while progressive firms also develop new products and chart the trends and changes in people's needs and desires. Marketing can either apply its knowledge to social problems and organizations or remain in a narrowly defined business activity. Every organization has basically the same functions: personnel management, production, income, and promotion, which are using modern marketing skills in commercial sectors. Suppliers and consumers are needed by all organizations. In Canada a group wished to promote an antismoking campaign but they had little money compared to the tobacco companies. This group used modern marketing techniques to combat their lack of funds and found many ways, e.g., books, articles. A business firm uses a multitude of marketing tools to sell its product. Nonbusiness organizations frequently do not integrate their programs the way the businesses place all activities under one marketing vice president and department. Astute marketing depends on continuous feedback from consumers and suppliers. They are dependent upon up-to-the-minute research that tells them about changes in the environment and moves of competitors. Nonbusiness organizations are often casual about the research upon which they base their vital decisions.
With the rapid growth of the Internet, online advertisement plays a more and more important role in the advertising market. One of the current and widely used revenue models for online advertising involves charging for each click based on the popularity of keywords and the number of competing advertisers. This pay-per-click model leaves room for individuals or rival companies to generate false clicks (i.e., click fraud), which pose serious problems to the development of healthy online advertising market. To detect click fraud, an important issue is to detect duplicate clicks over decaying window models, such as jumping windows and sliding windows. Decaying window models can be very helpful in defining and determining click fraud. However, although there are available algorithms to detect duplicates, there is still a lack of practical and effective solutions to detect click fraud in pay-per-click streams over decaying window models. In this paper, we address the problem of detecting duplicate clicks in pay-per-click streams over jumping windows and sliding windows, and are the first that propose two innovative algorithms that make only one pass over click streams and require significantly less memory space and operations. GBF algorithm is built on group Bloom filters which can process click streams over jumping windows with small number of sub-windows, while TBF algorithm is based on a new data structure called timing Bloom filter that detects click fraud over sliding windows and jumping windows with large number of sub-windows. Both GBF algorithm and TBF algorithm have zero false negative. Furthermore, both theoretical analysis and experimental results show that our algorithms can achieve low false positive rate when detecting duplicate clicks in pay-per-click streams over jumping windows and sliding windows.
In online advertising campaigns, to measure purchase propensity, click-through rate (CTR), defined as a ratio of number of clicks to number of impressions, is one of the most informative metrics used in business activities such as performance evaluation and budget planning. No matter what channel an ad goes through (display ads, sponsored search or contextual advertising), CTR estimation for rare events is essential but challenging, often incurring with huge variance, due to the sparsity in data. In this chapter, to alleviate this sparsity, we develop models and methods to smoothen CTR estimation by taking advantage of the natural data hierarchy or by clustering and data continuity in time to leverage information from data close to the events of interest. In a contextual advertising system running at Yahoo!, we demonstrate that our methods lead to significantly more accurate estimation of CTRs.
The author, Kelly Ragland created a Pay-per-click advertising (PPC) advertising for My Dart Shirts in the Facebook site. He simply went to the My Dart Shirts business page on Facebook and used the link 'promote with an ad'. That took him to the ad creation page where he was asked for the title and body text. He opted for a title of 'Your Dart Shirt' and a brief teaser telling his prospective clients to 'find yours here'. Next, he was asked to define the target demographic, age, sex, relationship, languages, or even an option to target people on their birthdays. He chose English-speaking customers in the USA and UK, ages 18 and up of all ages, sexes and relationship statuses, as the My Dart Shirts website ships worldwide and accepts several methods of payment and currency. When someone clicks through to his website, the clicker had to have been involved with darts on Facebook, thus increasing chances of making sales, gaining new leads, gathering new Facebook fans for his business page and increasing subscribers to his email subscription list.
The market thrust for the development of geospatial offerings, their technical underpinnings and their relevance to the traditional GIS industry is discussed. Google makes 99 percent of its money by offering advertisers a business model called online keyword advertising or pay-per-click. Google Earth annotates the view with user-generated data when fed a file format called Keyhole Markup Language (KML) that is an extension of XML and is accessible even to non-programmers. It also provides a Network Link capability to enable viewing of KML or even slightly modified Web Map Server feeds superimposed over the tool's existing terrain.
Internet advertising is getting more and more important. As in every growing line of business, criminals try to profit from that growth. They do so by manipulating Pay-Per-Click (PPC) adverts with artificially generated clicks, a process which is known as Click Fraud (CF). CF is not difficult to commit and, consequently, it could threaten the existence of companies like Google. At present, there seems to be no way to either detect or prevent CF. It can, however, be altogether avoided by switching from PPC to other advertising schemes like Cost-Per-Action.
The business models of major Web search engines depend on online advertising, primarily in the form of keyword advertising. In recent years, a controversy has gained notoriety worldwide, in both the international court systems and the media. It concerns a form of potential "bait and switch" advertising where a consumer, searching using the brand name of one company, is presented with an advertisement by a competitor of the searched-for brand. We refer to this practice as "piggybacking." In the U.S. in particular, the legality of this practice, and the potential liability of the search engines for contributing to trademark infringement, is unclear. However, the eventual resolutions of the issue could significantly and negatively impact the business model of Internet search engines. In this paper, we investigate the actual prevalence of piggybacking of major brands in U.S. search engines. We submitted 100 search queries consisting of top global brand names to three major search engines. Analysis of 2,350 advertisements from search engine results pages showed that just 4 percent were triggered by competitors' trademarked terms. There was even lower use of those trademark terms in the ad text. Thus, overall competitive piggybacking does not appear to be a deceptive or widespread phenomenon. Implications for this are discussed, and suggestions for future research are presented.
Localized websites in more than twenty languages are becoming the norm as the world economy develops. Searches will be carried out in the local vernacular, and words such as sidewalk/pavement/footpath need to be localized for the relevant region. This will also have an effect on the keyword research and then a knock-on effect to things such as the cost of pay-per-click (PPC) campaigns. Businesses must always host their content on a local domain on a server that is physically in the country where their target users are. They also need to have local contact information on each of the localized sites. When content is localized, a common concern from webmasters centers around duplicate content. Google does not consider near duplicate sites to be spam if the sites exist to serve different local markets. It's also advisable to let Google know what region the site's geographic target is.
In the last decade, there has been an explosion in the use of online survey tools. Online data collection tools have lowered the cost of data collection and removed barriers to entry for carrying out research. While a number of questions have been raised about the general reliability of internet survey research, one specific use of the web for survey work has been in reaching niche populations that are difficult to access using traditional survey tools – so-called ‘rare samples’. In this paper, we present an approach to accessing such hard-to-reach populations using search engine pay-per-click (PPC) advertising. We carried out a study that makes uses of PPC advertising on search engines as an alternative means of developing a sample for a hard-to-reach group of health consumers. Based on a sample of 466 consumer responses, we discuss the effectiveness of this technique for reaching such rare populations.
Online advertising is different from newspaper, television and other traditional advertising, because 1) Google, Amazon, Facebook and other online advertising platforms are better able to personalize ads to fit con-sumers characteristics and 2) each merchant pays per consumer that clicks on its ad. This paper analyzes online targeted pay-per-click advertis-ing. Because online advertisement platforms maximize clicking and do not maximize the merchants profits, I find that a platform is induced to show ads inefficiently, showing an ad to some consumers who would not buy the product and not showing the same ad to other consumers who would.
In this article, we study a balancing problem of web publishers for pay-per-view and pay-per-click contracts for online display advertising. Considering the details of contracts, we refine prior research results on the recommendation of optimal strategies. We examine the problem by formalizing a simple stochastic optimization problem for a single period of advertising contracts. We investigate how pricing and other contract components will affect the optimal display strategies analytically and numerically.
Click fraud is a growing concern for pay-per-click (PPC) advertising programs. An ethical behavior model is proposed that includes evaluation, consequences for others, subjective norms, and perceived behavioral control. The model, which integrates elements from the theory of reasoned action, the theory of planned behavior, and deterrence theory, was tested using data collected from 155 subjects who were familiar with PPC programs. The results can be used by PPC service providers and law-makers in developing strategies to curb this problem.
In this research, we evaluate the effect of gender targeted advertising on the performance of sponsored search advertising. We analyze nearly 7,000,000 records spanning 33 consecutive months of a keyword advertising campaign from a major US retailer. In order to determine the effect of demographic targeting, we classify the campaign’s key phrases by a probability of being targeted for a specific gender, and we then compare the key performance indicators among these groupings using the critical sponsored search metrics of impressions, clicks, cost-per-click, sales revenue, orders, and items, and return on advertising. Findings from our research show that the gender-orientation of the key phrase is a significant determinant in predicting behaviors and performance, with statistically different consumer behaviors for all attributes as the probability of a male or female keyword phrase changes. However, gender neutral phrases perform the best overall, generating 20 times the return of advertising than any gender targeted category. Insight from this research could result in sponsored advertising efforts being more effectively targeted to searchers and potential consumers.
Having outlined the legal position in relation to the use of trademarks in pay-per-click advertising, this study investigates trademark use in hotel searches. Using a randomly selected sample of ninety hotel properties worldwide, searches were performed on two leading search engines to investigate whether third parties were using hotel trademarks in their paid placement. Findings indicate that abuse is rampant. While hotels perform well in organic search, they are usually preceded by or surrounded by paid listings abusing their trade names. Customers are potentially being diverted to competing websites, and urgent action is needed to reclaim hotel trademarks in the online search environment.
We analyse the choice of pay-per-view (PPV) and pay-per-click (PPC) when a web publisher is a price taker in the market for advertising banners, and the number of visits is decreasing in advertising. Several pricing recommendations are developed. First, the web publisher should always choose either PPV or PPC. Specifically, if the click-through rate is less than the ratio of PPV to PPC prices, then PPV should be chosen, and vice versa. Furthermore, if the click-through rate is exogenous, then the optimal amount of advertising is the same for both pricing methods. Finally, if the click-through rate is endogenous, the amount of advertising will be different under PPV and PPC.
The characteristics of successful Internet Marketing are explored. It is suggested that for success, it is important to have clear objectives for Internet marketing that are monitored as part of Internet channel performance measurement. Internet marketing success can be reviewed in categories of channel promotion effectiveness (efficiency and cost of acquisition by different techniques); channel buyer behaviour; channel satisfaction, channel outcomes (leads and sales) and channel profitability (financial measures). It is suggested that for success, the unique characteristics of the digital medium should be exploited through creation of two-way dialogues via the web site and e-mail that are used to collect marketing intelligence and so respond better to customer needs through enhanced products and personalisation of marketing communications. The Internet marketer should also look beyond the company web site by using specialist intermediary sites and traditional media to reach the market. A successful Internet brand will typically achieve recognition of brand identity through a combination of online and offline promotion; clearly communicate the Internet value proposition and credibility of the organisation; develop affinity and trust with target customer groups and deliver a high-level of service quality intrinsic to all stages of the buying decision. Internet-based techniques used to build online customer relationships through stages of acquisition, retention and extension are outlined.
The problem studied in this paper is a predigestion of the decision faced by online retailers (etailers) that advertise on publisher or comparison-shopping websites. An etailer may sell its product not only through its online and bricks-and-mortar stores, but also through the websites of one or more third parties (e.g., Yahoo.com). However, the etailer has to pay a certain amount to such third parties in an action-based payment scheme, such as a cost-per-click (CPC) scheme. Under the CPC scheme, payment is based solely on click-throughs, which means that the etailer pays only when a shopper clicks through to the product page of its website. Only a fraction of such clicks lead to actual sales. The extra cost that is associated with shoppers who first click through to the third-party websites makes them less attractive as customers than those who directly visit the etailer's online store. Moreover, the CPC rate for a prominent placement is normally set by competitive bidding, and thus varies over time. Therefore, the etailer needs to decide dynamically whether or not to list on a third-party website. The structural properties of the optimal policy are discussed, and numerical examples are given to show the revenue impact of dynamic listing control.
This paper is aimed at increasing the general knowledge of the PPC search marketplace. The first piece will lay some background on the Pay-Per-Click (PPC) search engine market, analyzing differences in bidding and valuation between vendors, such as Google or Overture, and delivery methods like content or search listings. Next, I attempt to analyze the PPC paradigm, from the advertiser's perspective, treating keywords as a way of generating clicks, which will be used as an input into an order factory. We will look at both the refining of clicks from impressions, and the use of clicks in gaining orders. Of particular interest will be the question of whether all clicks provide an equal marginal benefit, as well as ways to improve the efficiency of refining keyword impressions into clicks. Finally, I will draw some conclusions on the nature of the PPC landscape, and offer some ideas on how to apply the learning from the model, to optimize a PPC campaign and lower Cost per Action.
The objective of this research is to identify the optimal pricing strategy for paid placements on search engines' "search-results" listings. To accomplish this we develop a mathematical model incorporating a constellation of parameters that describe buyers' online search intensity, competition among online sellers, and co-opetition between the online sellers and search engine. This model allows us to analyze three pricing strategies, namely pay-per-purchase (PPP), pay-per-click (PPC), and flat-fee (FF), for paid placement services. The paper then compares these pricing strategies in terms of their revenue potential for a search engine and identifies conditions when one pricing strategy is preferred over the other. Our analysis shows that PPC, the most popular pricing strategy, is not the optimal strategy to use when the proportion of buyers, who search online and end up buying online, is high. Instead the search engines would be better off by using PPP strategy. Another finding is that it is not always optimal to price paid-placements in proportion to their rank in the search results' listings. For instance, our analysis shows that when the proportion of buyers with low search intensity is high and a search engine is following a PPC pricing strategy, then it is better off charging a higher price for a lower-ranked listing.
In this paper, we propose a dynamic optimisation model to maximise a web publisher's online display advertising revenues. Our model dynamically selects which advertising requests to accept and dynamically delivers the promised advertising impressions to viewers so as to maximise revenue, accounting for uncertainty in advertising requests and website traffic. After characterising the structural properties of our model, we propose a Certainty Equivalent Control heuristic and then show with a real case study that our optimisation-based method outperforms common practices. These results highlight the importance of accounting for the opportunity cost of capacity allocation in advertisement contract negotiation for globally maximising online publishers' revenues.
We study the bidding strategies of vertically differentiated firms that bid for sponsored search advertisement positions for a keyword at a search engine. We explicitly model how consumers navigate and click on sponsored links based on their knowledge and beliefs about firm qualities. Our model yields several interesting insights and a main counter-intuitive result we focus on is the position paradox." The paradox is that a superior firm may bid lower than an inferior firm and obtain a position below it, yet still obtain more clicks than the inferior firm. Under a pay-per- impression mechanism, the inferior firm wants to be at the top where more consumers click on its link, while the superior firm is better off by placing its link at a lower position as it pays a smaller advertising fee but some consumers will still reach it in the search of a higher-quality firm. Under a pay-per-click mechanism, the inferior firm has an even stronger incentive to be at the top since now it only has to pay for the consumers who do not know the firms' reputations and, therefore, can bid more aggressively. Interestingly, as the quality premium for the superior firm increases, and/or if more consumers know the identity of the superior firm, the incentive for the inferior firm to be at the top may increase. Contrary to conventional belief, we find that the search engine may have the incentive to over-weight the inferior firm's bid and strategically create the position paradox to increase overall clicks by consumers. To validate our model, we analyze a dataset from a popular Korean search engine firm and find that: (i) a large proportion of auction outcomes in the data show the position paradox, and (ii) sharp predictions from our model are validated in the data.
We present a very brief history of the origins of sponsored search, which is the presentation of text advertisements in response to a user's search query.
Today's online advertising contracts tie online advertising payments directly to campaign measurement data such as click-throughs and purchases. This paper applies the economic theory of incentive contracts to the study of these pricing models and provides potential explanations as to when and how CPC (cost-per-click-through) and CPA (cost-per-action) pricing models should be used. We argue that using CPC and CPA models appropriately can give both the publisher and the advertiser proper incentives to make non-contractible efforts that may improve the effectiveness of advertising campaigns. It also allows the publisher and the advertiser to share the risk caused by uncertainty in the product market. Our research discovers various factors that can influence the usage of CPC and CPA models.
We present a hit inflation attack on pay-per-click Web advertising schemes. Our attack is virtually impossible for the program provider to detect conclusively, regardless of whether the provider is a third-party `ad network' or the target of the click itself. If practiced widely, this attack could accelerate a move away from pay-per-click programs and toward programs in which referrers are paid only if the referred user subsequently makes a purchase (pay-per-sale) or engages in other substantial activity at the target site (pay-per-lead). We also briefly discuss the lack of auditability inherent in these schemes.
We analyze the problem of designing a truthful pay-per-click auction where the click-through-rates (CTR) of the bidders are unknown to the auction. Such an auction faces the clas- sic explore/exploit dilemma: while gathering information about the click through rates of advertisers, the mechanism may loose revenue; however, this gleaned information may prove valuable in the future for a more protable alloca- tion. In this sense, such mechanisms are prime candidates to be designed using multi-armed bandit techniques. How- ever, a naive application of multi-armed bandit algorithms would not take into account the strategic considerations of the players | players might manipulate their bids (which determine the auction's revenue) in a way as to maximize their own utility. Hence, we consider the natural restriction that the auction be truthful. The revenue that we could hope to achieve is the expected revenue of a Vickrey auction that knows the true CTRs, and we dene the truthful regret to be the dierence between the expected revenue of the auction and this Vickrey revenue. This work sharply characterizes what regret is achievable, under a truthful restriction. We show that this truthful re- striction imposes statistical limits on the achievable regret | the achievable regret is ~ ( T 2=3), while for traditional bandit algorithms (without the truthful restriction) the achievable regret is ~ ( T 1=2) (where T is the number of rounds). We
Current sponsored search auction adopts per-click bidding. It implicitly assumes that an advertiser treats all clicks to be equally valuable. This is not always true in real world situations. Clicks which lead to conversions are definitely more valuable than those fraudulent clicks. In this work, we use post-ad-click behavior to measure a click's value and empirically show that for an advertiser, values of different clicks are highly variant. Thus for many clicks, the advertiser's single bid does not reflect his true valuations. This indicates that the sponsored search system under PPC mechanism is not efficient, or does not always give a slot to the advertiser who needs it most.
We examine sponsored search auctions run by Overture (now part of Yahoo!) and Google and present evidence of strategic bidder behavior in these auctions. Between June 15, 2002, and June 14, 2003, we estimate that Overture's revenue might have been higher if it had been able to prevent this strategic behavior. We present an alternative mechanism that could reduce the amount of strategizing by bidders, raise search engines' revenues, and increase the efficiency of the market. We conclude by showing that strategic behavior has not disappeared over time; it remains present on both search engines. © 2006 Elsevier B.V. All rights reserved.
In this paper, we report results of an investigation into the factors influencing the selection of sponsored links by e-commerce Web searchers. In this research, 56 participants each engaged in six e-commerce Web searching tasks. We mined these tasks from the transaction log of a major Web search engine, so the tasks represent real e-commerce searching information needs. Using 60 organic and 30 sponsored Web links retrieved by submitting these queries to the Google search engine, we controlled the quality of the Web search engine listings by switching non-sponsored and sponsored links on half of the tasks for each participant. This approach allowed for both investigating the bias toward sponsored links while controlling for quality of content. Data included 2453 interactions with result page links, 961 utterances evaluating these links, and 102 results from a post-study survey. The results of the data analysis indicate that there is a statistically significant preference for non-sponsored links with searchers viewing these results first more than 82% of the time. Searchers view sponsored links primarily as advertisements, appreciate these links if they are relevant, and are unconcerned if the search engines disclose them as sponsored links. The implications for sponsored links as a long-term business model are discussed. © 2007 Elsevier B.V. All rights reserved.
We analyze the choice of pay-per-view (PPV) and pay-per-click (PPC) under imperfect competition where a web publisher is a price setter in the market for advertising banners, the number of visits to the website is decreasing in advertising, and the click-through rate is constant. We find that the optimal amount of advertising under pure PPV or PPC pricing is decreasing in market power, and smaller than for a price-taking web publisher. If the web publisher sells both PPV and PPC advertising, the ratio of the prices should equal the click-through rate if the market power is the same in both markets. However, if the market power for PPV advertising exceeds that for PPC advertising, then the ratio of the prices should be less than the click-through rate. Conversely, if the market power for PPV advertising is less than that for PPC advertising, then the ratio of the prices exceeds the click-through rate.
We consider a multi-round auction setting motivated by pay-per-click auctions
for Internet advertising. In each round the auctioneer selects an advertiser
and shows her ad, which is then either clicked or not. An advertiser derives
value from clicks; the value of a click is her private information. Initially,
neither the auctioneer nor the advertisers have any information about the
likelihood of clicks on the advertisements. The auctioneer's goal is to design
a (dominant strategies) truthful mechanism that (approximately) maximizes the
social welfare.
If the advertisers bid their true private values, our problem is equivalent
to the "multi-armed bandit problem", and thus can be viewed as a strategic
version of the latter. In particular, for both problems the quality of an
algorithm can be characterized by "regret", the difference in social welfare
between the algorithm and the benchmark which always selects the same "best"
advertisement. We investigate how the design of multi-armed bandit algorithms
is affected by the restriction that the resulting mechanism must be truthful.
We find that truthful mechanisms have certain strong structural properties --
essentially, they must separate exploration from exploitation -- and they incur
much higher regret than the optimal multi-armed bandit algorithms. Moreover, we
provide a truthful mechanism which (essentially) matches our lower bound on
regret.
Click fraud is jeopardizing the industry of Internet advertising. Internet advertising is crucial for the thriving of the entire Internet, since it allows producers to advertise their products, and hence contributes to the well being of ecommerce. Moreover, advertising supports the intellectual value of the Internet by covering the running expenses of the content publishers' sites. Some publishers are dishonest, and use automation to generate traffic to defraud the advertisers. Similarly, some advertisers automate clicks on the advertisements of their competitors to deplete their competitors' advertising budgets. In this paper, we describe the advertising network model, and discuss the issue of fraud that is an integral problem in such setting. We propose using online algorithms on aggregate data to accurately and proactively detect automated traffic, preserve surfers' privacy, while not altering the industry model. We provide a complete classification of the hit inflation techniques; and devise stream analysis techniques that detect a variety of fraud attacks. We abstract detecting the fraud attacks of some classes as theoretical stream analysis problems that we bring to the data management research community as open problems. A framework is outlined for deploying the proposed detection algorithms on a generic architecture. We conclude by some successful preliminary findings of our attempt to detect fraud on a real network.
On the security of pay-per-click and other web advertising schemes
- V Anupam
- A Mayer
- K Nissim
- B Pinkas
- M K Reiter
Anupam, V., Mayer, A., Nissim, K., Pinkas, B., & Reiter, M.K. (1999). On the security
of pay-per-click and other web advertising schemes. Computer Networks, 31(1116), 1091-1100. doi: 10.1016/S1389-1286(99)00023-7