Gender demographic targeting in sponsored search

Bernard 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 publicationConference on Human Factors in Computing Systems - Proceedings
Pages831-840
Number of pages10
Volume2
DOIs
Publication statusPublished - 2010
Externally publishedYes
Event28th Annual CHI Conference on Human Factors in Computing Systems, CHI 2010 - Atlanta, GA
Duration: 10 Apr 201015 Apr 2010

Other

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

Fingerprint

Marketing
Consumer behavior
Search engines
Sales
Costs

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

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

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 proceedingConference contribution

Jansen, B & Solomon, L 2010, Gender demographic targeting in sponsored search. in Conference on Human Factors in Computing Systems - Proceedings. vol. 2, pp. 831-840, 28th Annual CHI Conference on Human Factors in Computing Systems, CHI 2010, Atlanta, GA, 10/4/10. https://doi.org/10.1145/1753326.1753448
Jansen B, Solomon L. Gender demographic targeting in sponsored search. In Conference on Human Factors in Computing Systems - Proceedings. Vol. 2. 2010. p. 831-840 https://doi.org/10.1145/1753326.1753448
Jansen, Bernard ; Solomon, Lauren. / Gender demographic targeting in sponsored search. Conference on Human Factors in Computing Systems - Proceedings. Vol. 2 2010. pp. 831-840
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