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 language | English |
|---|---|
| Title of host publication | Conference on Human Factors in Computing Systems - Proceedings |
| Pages | 831-840 |
| Number of pages | 10 |
| Volume | 2 |
| DOIs | |
| Publication status | Published - 2010 |
| Externally published | Yes |
| Event | 28th Annual CHI Conference on Human Factors in Computing Systems, CHI 2010 - Atlanta, GA Duration: 10 Apr 2010 → 15 Apr 2010 |
Other
| Other | 28th Annual CHI Conference on Human Factors in Computing Systems, CHI 2010 |
|---|---|
| City | Atlanta, GA |
| Period | 10/4/10 → 15/4/10 |
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Keywords
- gender
- gender personalization
- keyword advertising
- pay-per-click
- ppc
- sponsored search
- target audience description
ASJC Scopus subject areas
- Human-Computer Interaction
- Computer Graphics and Computer-Aided Design
- Software
Cite this
Gender demographic targeting in sponsored search. / Jansen, Bernard; Solomon, Lauren.
Conference on Human Factors in Computing Systems - Proceedings. Vol. 2 2010. p. 831-840.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
}
TY - GEN
T1 - Gender demographic targeting in sponsored search
AU - Jansen, Bernard
AU - Solomon, Lauren
PY - 2010
Y1 - 2010
N2 - 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.
AB - 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.
KW - gender
KW - gender personalization
KW - keyword advertising
KW - pay-per-click
KW - ppc
KW - sponsored search
KW - target audience description
UR - http://www.scopus.com/inward/record.url?scp=77953986441&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=77953986441&partnerID=8YFLogxK
U2 - 10.1145/1753326.1753448
DO - 10.1145/1753326.1753448
M3 - Conference contribution
AN - SCOPUS:77953986441
SN - 9781605589299
VL - 2
SP - 831
EP - 840
BT - Conference on Human Factors in Computing Systems - Proceedings
ER -