From Generic to Branded: A Model of Spillover in Paid Search Advertising
From Generic to Branded: A Model of Spillover in Paid Search Advertising
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DOI：
10.1509/jmkr.48.1.87
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发表时间：
2011-02
影响因子：
6.1
通讯作者：
Oliver J. Rutz;R. Bucklin
中科院分区：
文献类型：
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作者：
Oliver J. Rutz;R. Bucklin
在互联网付费搜索广告中，营销人员向搜索引擎付费，以响应通用（例如“酒店”）或品牌（例如“希尔顿酒店”）的关键字搜索来提供文本广告。尽管独立指标通常表明通用关键字对广告商来说比品牌关键字具有更高的明显成本，但通用搜索可能会对后续品牌搜索产生溢出效应。基于 Nerlove-Arrow 广告框架，作者提出了一个动态线性模型来捕获从通用付费搜索到品牌付费搜索的潜在溢出效应。在该模型中，通用搜索广告旨在向用户展示有关该品牌满足其需求的能力的信息，从而提高该品牌与搜索相关的意识。反过来，这可能会引发对包含品牌名称的关键字的额外未来搜索活动。作者使用贝叶斯估计方法，将该模型应用于来自一家主要连锁酒店的付费搜索活动的数据。结果表明，通用搜索活动通过相关性意识对未来的品牌搜索活动产生积极影响。然而，品牌搜索不会影响通用搜索，这表明溢出效应是不对称的。这些发现对于理解互联网上的搜索行为和付费搜索广告的管理具有重要意义。
In Internet paid search advertising, marketers pay for search engines to serve text advertisements in response to keyword searches that are generic (e.g., “hotels”) or branded (e.g., “Hilton Hotels”). Although standalone metrics usually show that generic keywords have higher apparent costs to the advertiser than branded keywords, generic search may create a spillover effect on subsequent branded search. Building on the Nerlove–Arrow advertising framework, the authors propose a dynamic linear model to capture the potential spillover from generic to branded paid search. In the model, generic search advertisements serve to expose users to information about the brand's ability to meet their needs, raising awareness that the brand is relevant to the search. In turn, this can induce additional future search activity for keywords that include the brand name. Using a Bayesian estimation approach, the authors apply the model to data from a paid search campaign for a major lodging chain. The results show that generic search activity positively affects future branded search activity through awareness of relevance. However, branded search does not affect generic search, demonstrating that the spillover is asymmetric. The findings have implications for understanding search behavior on the Internet and the management of paid search advertising.