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CORRELATION ANALYSIS OF THE DATA ON THE UK AND US MARKET FOR CONTEXTUAL ADVERTISING
Форма представленияСтатьи в зарубежных журналах и сборниках
Год публикации2018
Языканглийский
  • Ахметшин Эльвир Мунирович, автор
  • Библиографическое описание на языке оригинала Plotnikov, A. V., Kuznetsov, P. A., Urasova, A. A., Akhmetshin, E. M. (2018). Correlation analysis of the data on the UK and US market for contextual advertising. International Journal of Civil Engineering and Technology, 9(11), 1630-1639.
    Аннотация The launch of contextual advertising starts with shaping a semantic core – a list of key phrases by which Google Ad Words will display ads to users. The quality and completeness of this list largely determine success of a campaign. Keywords in the context are required for two types of advertising: search advertising and ads on partner websites. Lists of keys for campaigns of each type must differ from each other. The data collected from the English-speaking search engine Google (two countries: the US and the UK) for the general request «html« were analyzed and compared in the study. A correlation matrix was used as the method. The volume of observed data with values filled for parameters is N=6,917. Keyword length in both the US and UK markets is negatively correlated with CPC, which gives the conclusion that despite the developed US market, advertisers prefer not to search for a Keyword with multiple words as an ad trigger in the Google search engine.
    Ключевые слова Keywords: Contextual Advertising, Google AdWords, Digital Economy, Search Engine, Online Marketing.
    Название журнала International Journal of Civil Engineering and Technology
    URL https://www.scopus.com/inward/record.uri?eid=2-s2.0-85058038474&partnerID=40&md5=f7d12d6498db345d0de330c0826dd9ac
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