Gender demographic targeting in sponsored search

Bernard J. Jansen, Lauren Solomon

Research output: Chapter in Book/Report/Conference proceedingConference contribution

11 Citations (Scopus)

Abstract

In this research, we evaluate the effect of gender in analyzing the performance of sponsored search advertising. We examine a log file with data comprised of nearly 7,000,000 records spanning 33 consecutive months of a search engine marketing campaign from a major US retailer. We classify key phrases selected for the campaign with a probability of being targeted for a specific gender and then compare the consumer actions using the critical sponsored search metrics of impressions, clicks, cost-per-click, sales revenue, orders, and items sold. Findings from our analysis 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, calling into question the benefits of demographic targeting. Insight from this research could result in sponsored results being more effectively targeted to searchers and potential consumers.

Original languageEnglish
Title of host publicationCHI 2010 - The 28th Annual CHI Conference on Human Factors in Computing Systems, Conference Proceedings
Pages831-840
Number of pages10
DOIs
Publication statusPublished - 1 Jul 2010
Event28th Annual CHI Conference on Human Factors in Computing Systems, CHI 2010 - Atlanta, GA, United States
Duration: 10 Apr 201015 Apr 2010

Publication series

NameConference on Human Factors in Computing Systems - Proceedings
Volume2

Other

Other28th Annual CHI Conference on Human Factors in Computing Systems, CHI 2010
CountryUnited States
CityAtlanta, GA
Period10/4/1015/4/10

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Keywords

  • gender
  • gender personalization
  • keyword advertising
  • pay-per-click
  • ppc
  • sponsored search
  • target audience description

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design

Cite this

Jansen, B. J., & Solomon, L. (2010). Gender demographic targeting in sponsored search. In CHI 2010 - The 28th Annual CHI Conference on Human Factors in Computing Systems, Conference Proceedings (pp. 831-840). (Conference on Human Factors in Computing Systems - Proceedings; Vol. 2). https://doi.org/10.1145/1753326.1753448