Competing for users' attention: on the interplay between organic and sponsored search results
Competing for users' attention: on the interplay between organic and sponsored search results
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争夺用户的注意力：有机搜索结果和赞助搜索结果之间的相互作用
DOI：
10.1145/1772690.1772721
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发表时间：
2010
期刊：
影响因子：
--
通讯作者：
B. Pang
中科院分区：
文献类型：
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作者：
Cristian Danescu;A. Broder;E. Gabrilovich;V. Josifovski;B. Pang
主要的Web搜索引擎产生复杂的结果页面，主要由两种类型的信息组成：有机结果，即简短的描述和相关网页的链接，以及赞助搜索结果，通常显示在有机结果上方或右侧的小文本广告。孤立地优化每种结果的策略以及随之而来的用户反应已经得到了广泛的研究;然而，这两种互补信息源之间的相互作用却被忽视了，我们的目标是改变这种情况。我们的研究结果表明，他们的感知相对有用性（如用户点击证明）取决于查询的性质。具体来说，我们发现，当两个来源都关注相同的意图时，对于导航查询，广告和有机结果之间存在明显的竞争，而对于非导航查询，这种竞争会变成协同效应。
我们还调查了感知有用性的广告和他们的文本相似性的有机结果之间的关系，并提出了一个模型，形式化这种关系。为此，我们引入了响应式广告的概念，它直接满足用户的信息需求，而附带广告只与这种需求有一定的关系。我们的研究结果支持这一假设，即在导航查询的情况下，这通常是完全满意的顶部有机的结果，附带的广告被认为是更有价值的响应广告，这是可能是重复的。另一方面，在非导航查询的情况下，附带广告被认为是不太有益的，可能是因为它们偏离了实际用户的需求。
我们希望我们的发现和在这一领域的进一步研究将允许搜索引擎调整广告选择，以增加有机和赞助结果之间的协同作用，从而提高用户满意度和更好的货币化。
Queries on major Web search engines produce complex result pages, primarily composed of two types of information: organic results, that is, short descriptions and links to relevant Web pages, and sponsored search results, the small textual advertisements often displayed above or to the right of the organic results. Strategies for optimizing each type of result in isolation and the consequent user reaction have been extensively studied; however, the interplay between these two complementary sources of information has been ignored, a situation we aim to change. Our findings indicate that their perceived relative usefulness (as evidenced by user clicks) depends on the nature of the query. Specifically, we found that, when both sources focus on the same intent, for navigational queries there is a clear competition between ads and organic results, while for non-navigational queries this competition turns into synergy.
We also investigate the relationship between the perceived usefulness of the ads and their textual similarity to the organic results, and propose a model that formalizes this relationship. To this end, we introduce the notion of responsive ads, which directly address the user's information need, and incidental ads, which are only tangentially related to that need. Our findings support the hypothesis that in the case of navigational queries, which are usually fully satisfied by the top organic result, incidental ads are perceived as more valuable than responsive ads, which are likely to be duplicative. On the other hand, in the case of non-navigational queries, incidental ads are perceived as less beneficial, possibly because they diverge too far from the actual user need.
We hope that our findings and further research in this area will allow search engines to tune ad selection for an increased synergy between organic and sponsored results, leading to both higher user satisfaction and better monetization.