搜索引擎关键字广告点击率实验研究  

A Study on Click-Through Rate of Search Engine Keyword Advertising

作　　者：那日萨[1] 童强[1] 

机构地区：[1]大连理工大学系统工程研究所,大连116023

出　　处：《情报学报》2012年第4期416-422,共7页Journal of the China Society for Scientific and Technical Information

基　　金：本文受国家自然科学基金面上项目（No.61072128）、国家自然科学基金重大项目（No.70890080,No.70890083）、辽宁省自然科学基金（No：201102024）和大连市科技计划项目（No：2011A17GX078）资助.

摘　　要：搜索引擎关键字广告的点击率是衡量广告价值重要指标,研究关键字广告点击率的影响因素和提高策略具有重要意义.在考虑关键字广告位置、理性程度、广告形式的因素下,以手机类搜索引擎关键字广告内容为例,通过仿真对比实验,得出关键字广告的位置越靠前,点击率越高;关键字的感情色彩越高,理性广告点击率越低;女性比男性更易接受关键字广告;＂推广式＂广告点击率高于＂赞助商链接＂广告点击率,而右侧关键字广告关注度极低等结论.Search engine keyword advertising click-through rate is an important indicator measure of the value of keyword advertising. It is important to identify the factors that influence CRT and improving strategies. Consider the factors of the location of keyword advertising, rational level and forms of advertising, with an example of phone keyword advertising, the comparative simulation experiment get several meaningful results. Adverting in former position can get high CRT. Emotional keyword gets less rational advertising CRT. Female is easy to accept than male. The ＂Promotion＂ type adverting can get more attention than ＂Sponsored Links＂ , while the right side of ad hardly receive attention.

关 键 词：搜索引擎 关键字广告 点击率 仿真实验 

分 类 号：F713.8[经济管理—广告]