KFU. Card publication. Correlation analysis of the data on the UK and US market for contextual advertising

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FEDERAL UNIVERSITY

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CORRELATION ANALYSIS OF THE DATA ON THE UK AND US MARKET FOR CONTEXTUAL ADVERTISING

Form of presentation

Articles in international journals and collections

Year of publication

2018

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Authors, employees of KFU

Akhmetshin Elvir Munirovich, author

Bibliographic description in the original language

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.

Annotation

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.

Keywords

Keywords: Contextual Advertising, Google AdWords, Digital Economy, Search Engine, Online Marketing.

The name of the journal

International Journal of Civil Engineering and Technology

URL

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85058038474&partnerID=40&md5=f7d12d6498db345d0de330c0826dd9ac

Please use this ID to quote from or refer to the card

https://repository.kpfu.ru/eng/?p_id=192754&p_lang=2

Full metadata record

Field DC	Value	Language
dc.contributor.author	Akhmetshin Elvir Munirovich	ru_RU
dc.date.accessioned	2018-01-01T00:00:00Z	ru_RU
dc.date.available	2018-01-01T00:00:00Z	ru_RU
dc.date.issued	2018	ru_RU
dc.identifier.citation	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.	ru_RU
dc.identifier.uri	https://repository.kpfu.ru/eng/?p_id=192754&p_lang=2	ru_RU
dc.description.abstract	International Journal of Civil Engineering and Technology	ru_RU
dc.description.abstract	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.	ru_RU
dc.language.iso	ru	ru_RU
dc.subject	Keywords: Contextual Advertising	ru_RU
dc.subject	Google AdWords	ru_RU
dc.subject	Digital Economy	ru_RU
dc.subject	Search Engine	ru_RU
dc.subject	Online Marketing.	ru_RU
dc.title	Correlation analysis of the data on the UK and US market for contextual advertising	ru_RU
dc.type	Articles in international journals and collections	ru_RU