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An Investigation of Pay Per Click Search Engine Advertising : Modeling the PPC Paradigm to lower Cost per Action
| Content Provider | Semantic Scholar |
|---|---|
| Author | Douzet, Alexandre |
| Copyright Year | 2005 |
| Abstract | 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. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://cdn.theladders.net/static/doc/douzet_modeling_ppc_paradigm.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
