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Using landing pages for sponsored search ad selection

Yejin Choi, Marcus Fontoura, Evgeniy Gabrilovich, Vanja Josifovski, Mauricio Mediano, Bo Pang
2010 Proceedings of the 19th international conference on World wide web - WWW '10  
We explore the use of the landing page content in sponsored search ad selection.  ...  Experimental evaluation confirms that the use of landing pages can significantly improve the quality of ad selection.  ...  We also thank the anonymous reviewers for their comments and suggestions.  ... 
doi:10.1145/1772690.1772717 dblp:conf/www/ChoiFGJMP10 fatcat:4oh6h7uyx5fvrabyghk2gidlq4

Context transfer in search advertising

Hila Becker, Andrei Broder, Evgeniy Gabrilovich, Vanja Josifovski, Bo Pang
2009 Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval - SIGIR '09  
We define and study the process of context transfer in search advertising, which is the transition of a user from the context of Web search to the context of the landing page that follows an ad-click.  ...  We conclude that in the vast majority of cases, the user is shown one of three types of pages, which can be accurately distinguished using automatic text classification.  ...  We compiled a sample set of sponsored search landing pages by issuing 200 unique queries to a Web search engine, and randomly selecting the landing page of an advertisement from the sponsored search results  ... 
doi:10.1145/1571941.1572063 dblp:conf/sigir/BeckerBGJP09 fatcat:4rbrjst5qvhtvowm2wjzambfom

What happens after an ad click?

Hila Becker, Andrei Broder, Evgeniy Gabrilovich, Vanja Josifovski, Bo Pang
2009 Proceeding of the 18th ACM conference on Information and knowledge management - CIKM '09  
engines select the most suitable ads.  ...  We show that these three types of landing pages can be accurately distinguished using automatic text classification.  ...  Sponsored search (or paid search advertising) places ads on the result pages of a Web search engine, where ads are selected to be relevant to the search query (see [7] for a brief history of the subject  ... 
doi:10.1145/1645953.1645964 dblp:conf/cikm/BeckerBGJP09 fatcat:4cqv27a73nfrnmrtaaqjmfwnqm

Characterizing Landing Pages in Sponsored Search

Haibin Liu, Woo-Cheol Kim, Dongwon Lee
2012 2012 Eighth Latin American Web Congress  
Using a total of 60,419 ad links collected from three search engines (i.e., Bing, Google, and Yahoo), we characterize the "mobile-friendliness" of landing pages in sponsored search.  ...  In particular, we analyze the common and different characteristics between landing pages made for desktop vs. mobile device users, measure/validate the quantitative scores for their mobilefriendliness,  ...  Normally for sponsored search, search engines would always base the ad selection on bid phrases, which are specified by advertisers to maximize the response of target audience.  ... 
doi:10.1109/la-web.2012.10 dblp:conf/la-web/LiuKL12 fatcat:zdvtjhzwyng4pmqtapqkmtkina

An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets

Anindya Ghose, Sha Yang
2009 Social Science Research Network  
Using a simultaneous equations model, we quantify the impact of keyword type and length, position of the advertisement and the landing page quality on consumer search and purchase behavior as well as on  ...  advertiser's cost per click and the search engine's ranking decision for different ads.  ...  Most firms who sponsor online keyword advertisements set a daily budget, select a set of keywords, determine a bid price for each keyword, and designate an ad associated with each selected keyword.  ... 
doi:10.2139/ssrn.1022467 fatcat:yo6xg3jvwzhb7a4uegdq3f4xcu

Predicting bounce rates in sponsored search advertisements

D. Sculley, Robert G. Malkin, Sugato Basu, Roberto J. Bayardo
2009 Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining - KDD '09  
We propose solutions to this problem involving large-scale learning methods that leverage features drawn from ad creatives in addition to their keywords and landing pages.  ...  This paper explores an important and relatively unstudied quality measure of a sponsored search advertisement: bounce rate.  ...  We also thank Josh Herbach, Andrew Moore, and Sridhar Ramaswamy for their valuable feedback.  ... 
doi:10.1145/1557019.1557161 dblp:conf/kdd/SculleyMBB09 fatcat:4yvmhkwpvrghhfscpobyukp4fi

An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets

Anindya Ghose, Sha Yang
2009 Management science  
Using a simultaneous equations model, we quantify the impact of keyword type and length, position of the advertisement and the landing page quality on consumer search and purchase behavior as well as on  ...  advertiser's cost per click and the search engine's ranking decision for different ads.  ...  Most firms who sponsor online keyword advertisements set a daily budget, select a set of keywords, determine a bid price for each keyword, and designate an ad associated with each selected keyword.  ... 
doi:10.1287/mnsc.1090.1054 fatcat:yrp2tqel3bcexj46v4jxvdehgu

Digital Advertising: An Information Scientist's Perspective [chapter]

James G. Shanahan, Goutham Kurra
2011 Advanced Topics in Information Retrieval  
Examples of online advertising include text ads that appear on search engine results pages, banner ads, in-text ads, or Rich Media ads that appear on regular web pages, portals, or applications.  ...  Digital online advertising is a form of promotion that uses the Internet and World Wide Web for the express purpose of delivering marketing messages to attract customers.  ...  Ads and landing pages were indexed using word tokens (unigrams) that occur in the text-based ad creative and corresponding landing page.  ... 
doi:10.1007/978-3-642-20946-8_9 fatcat:rycs7flw75fzflspvrza4lvuo4

Interpreting Advertiser Intent in Sponsored Search

Bhanu C. Vattikonda, Santhosh Kodipaka, Hongyan Zhou, Vacha Dave, Saikat Guha, Alex C. Snoeren
2015 Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining - KDD '15  
In general, search engines run a per-query, on-line auction amongst interested advertisers to select sponsored results to display.  ...  Hence, major search engines attempt to analyze the relevance of potential sponsored results to the user's query using supervised learning algorithms.  ...  Acknowledgments We thank Greg Buehrer for initial discussions on the idea of using web relevance feedback for improving ad relevance. We also thank the anonymous reviewers for their feedback.  ... 
doi:10.1145/2783258.2788566 dblp:conf/kdd/VattikondaKZDGS15 fatcat:fnkyjt77afcwzogpl2wd2ayuzq

Statistical techniques for online personalized advertising

Maad Shatnawi, Nader Mohamed
2012 Proceedings of the 27th Annual ACM Symposium on Applied Computing - SAC '12  
Online Advertisement systems use web mining and machine learning techniques to personalize advertisement selection to a particular user based on certain features such as his browsing behavior or demographic  ...  Online advertising is the major source of revenue for most web service providers.  ...  Ad features include bid phrases, ad title, ad text, landing page URL, landing page content, a hierarchy of advertiser, account, campaign, and ad group.  ... 
doi:10.1145/2245276.2245406 dblp:conf/sac/ShatnawiM12 fatcat:d5dwrezjqrcpfjn6xzoxx3ljoe

Smart marketing or bait & switch

Mark A. Rosso, Bernard J. Jansen
2010 Proceedings of the 4th workshop on Information credibility - WICOW '10  
Analysis of 8,345 results from the search engine results pages showed only 4 percent of sponsored ads triggered by competitors' trademarked terms.  ...  Sometimes, this competitor's ad copy contains the name of the searched for brand as well. This practice has been referred to as "piggybacking".  ...  Page for page, Google displayed fewer sponsored ads than the other two search engines did.  ... 
doi:10.1145/1772938.1772946 dblp:conf/www/RossoJ10 fatcat:bdnrbkotorcdto74ggzo35ffsy

Advertising academia with sponsored search: an exploratory study examining the effectiveness of Google AdWords at the local and global level

Don Turnbull, Laura F. Bright
2008 International Journal of Electronic Business  
An exploratory study conducted in late autumn and early winter 2006-2007 investigates the purchasing of sponsored search advertising for a major US university's academic department.  ...  A behavioural model of information seeking is suggested that could be applied for selecting appropriate types of online advertising for awareness and other advertising goals.  ...  Two landing pages were used in the ads, • the admissions page (http://www.ischool.utexas.edu/admissions/) • the about page (http://www.ischool.utexas.edu/about/) of the UT iSchool's website.  ... 
doi:10.1504/ijeb.2008.018070 fatcat:2fhultbjgfhufc4miy425eprhm

Evaluating quality score of new ads

Sohil Jain, Deepak Garg
2014 2014 International Conference on Advances in Computing, Communications and Informatics (ICACCI)  
To increase revenue search engine selects best ad from pool of ads. So, ads of good quality score has more chances of getting selected by search engine.  ...  Online or web advertisement(ad) is the prime source of income for search engines. Revenue generated through web advertisement depends on the number of times user clicks on ads.  ...  In another related work [12] , authors proposed a new mechanism for sponsored auction called OPT against of most commonly used GSP and VCG auction.  ... 
doi:10.1109/icacci.2014.6968335 dblp:conf/icacci/JainG14 fatcat:f6awvso4bndsvnvisk376suu7u

Music Information Retrieval: Recent Developments and Applications

Kushal Dave, Vasudeva Varma
2014 Foundations and Trends in Information Retrieval  
Using landing pages for sponsored search ad selection. WWW '10, pages 251-260. ACM, 2010. ISBN 978-1-60558-799-8. Massimiliano Ciaramita, Vanessa Murdock, and Vassilis Plachouras.  ...  The landing page for an ad is the page where a user lands after clicking on an ad as shown in Figure 1 .3.  ... 
doi:10.1561/1500000045 fatcat:zlqzjh2h5vgpdcj6f5yze64fk4

Modeling and predicting user behavior in sponsored search

Josh Attenberg, Sandeep Pandey, Torsten Suel
2009 Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining - KDD '09  
In this paper, we first study user behavior on sponsored search results (i.e., the advertisements displayed by search engines next to the organic results), and compare this behavior to that of organic  ...  Second, to exploit post-result user behavior for better ranking of sponsored results, we focus on identifying patterns in user behavior and predict expected on-site actions in future instances.  ...  BACKGROUND AND PRIOR WORK Sponsored search: There has recently been a large amount of research on sponsored search, i.e., how to best select ads to display next to search results, which is an important  ... 
doi:10.1145/1557019.1557135 dblp:conf/kdd/AttenbergPS09 fatcat:ncbccs3ring5xoascap5sm54oe
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