Author: Harish Parandur Krishnan
Publisher:
ISBN:
Category : Google
Languages : en
Pages : 123
Book Description
Sponsored search auctions are commonplace these days and search engine marketing companies such as Google make billions of dollars in revenue every year. Advertisers spend a significant portion of their marketing budget on sponsored search and this is only expected to increase in the future. Mitre 10 New Zealand Ltd. is one such advertiser. This research thesis discusses the experiments conducted on Mitre 10’s sponsored search auction data and the subsequent findings. When a user enters a search term, search engine companies such as Google matches it against a pool of keywords. It then invites advertisers who are interested in the keywords to participate in an auction. It is conjectured that Google solves a complex optimisation problem every time an auction is conducted. Each advertiser would have specified a bid–the maximum amount they are willing to pay if their ads are clicked. Advertisers would be invited to participate in auctions until their daily budgets are exhausted. The existing body of literature on sponsored search can be broadly classified into Search Engine Company focused, User-focused, and Advertisers focused. Search Engine Company focused literature proposes various models that help search engine companies optimise their objectives such as increasing their revenue, improving user experience, or increasing advertisers’ return on investment. User-focused literature proposes models that explain user behaviour such as clicking an ad under different conditions. Advertiser focused literature proposes models that help advertisers plan their budgets, bids and keywords better. Experiments were conducted by changing the bids, bidding strategies, budget, keywords and geographical scope of an ad. Key Performance Indicators for Mitre 10 such as the number of auctions won (Impressions), number of ads clicked (Clicks), the probability of an ad getting clicked (Click-Thru-Rate), and the cost paid per click (Cost-Per-Click) are measured. The data thus gathered is used to test various hypotheses and insights are drawn from them. Linear regression models are constructed to understand the impact of the bid and budget change on various KPIs. The thesis concludes with a summary of the findings and proposes future work in this area.
Analysis of Google Ads Data for Mitre 10 New Zealand Limited
Author: Harish Parandur Krishnan
Publisher:
ISBN:
Category : Google
Languages : en
Pages : 123
Book Description
Sponsored search auctions are commonplace these days and search engine marketing companies such as Google make billions of dollars in revenue every year. Advertisers spend a significant portion of their marketing budget on sponsored search and this is only expected to increase in the future. Mitre 10 New Zealand Ltd. is one such advertiser. This research thesis discusses the experiments conducted on Mitre 10’s sponsored search auction data and the subsequent findings. When a user enters a search term, search engine companies such as Google matches it against a pool of keywords. It then invites advertisers who are interested in the keywords to participate in an auction. It is conjectured that Google solves a complex optimisation problem every time an auction is conducted. Each advertiser would have specified a bid–the maximum amount they are willing to pay if their ads are clicked. Advertisers would be invited to participate in auctions until their daily budgets are exhausted. The existing body of literature on sponsored search can be broadly classified into Search Engine Company focused, User-focused, and Advertisers focused. Search Engine Company focused literature proposes various models that help search engine companies optimise their objectives such as increasing their revenue, improving user experience, or increasing advertisers’ return on investment. User-focused literature proposes models that explain user behaviour such as clicking an ad under different conditions. Advertiser focused literature proposes models that help advertisers plan their budgets, bids and keywords better. Experiments were conducted by changing the bids, bidding strategies, budget, keywords and geographical scope of an ad. Key Performance Indicators for Mitre 10 such as the number of auctions won (Impressions), number of ads clicked (Clicks), the probability of an ad getting clicked (Click-Thru-Rate), and the cost paid per click (Cost-Per-Click) are measured. The data thus gathered is used to test various hypotheses and insights are drawn from them. Linear regression models are constructed to understand the impact of the bid and budget change on various KPIs. The thesis concludes with a summary of the findings and proposes future work in this area.
Publisher:
ISBN:
Category : Google
Languages : en
Pages : 123
Book Description
Sponsored search auctions are commonplace these days and search engine marketing companies such as Google make billions of dollars in revenue every year. Advertisers spend a significant portion of their marketing budget on sponsored search and this is only expected to increase in the future. Mitre 10 New Zealand Ltd. is one such advertiser. This research thesis discusses the experiments conducted on Mitre 10’s sponsored search auction data and the subsequent findings. When a user enters a search term, search engine companies such as Google matches it against a pool of keywords. It then invites advertisers who are interested in the keywords to participate in an auction. It is conjectured that Google solves a complex optimisation problem every time an auction is conducted. Each advertiser would have specified a bid–the maximum amount they are willing to pay if their ads are clicked. Advertisers would be invited to participate in auctions until their daily budgets are exhausted. The existing body of literature on sponsored search can be broadly classified into Search Engine Company focused, User-focused, and Advertisers focused. Search Engine Company focused literature proposes various models that help search engine companies optimise their objectives such as increasing their revenue, improving user experience, or increasing advertisers’ return on investment. User-focused literature proposes models that explain user behaviour such as clicking an ad under different conditions. Advertiser focused literature proposes models that help advertisers plan their budgets, bids and keywords better. Experiments were conducted by changing the bids, bidding strategies, budget, keywords and geographical scope of an ad. Key Performance Indicators for Mitre 10 such as the number of auctions won (Impressions), number of ads clicked (Clicks), the probability of an ad getting clicked (Click-Thru-Rate), and the cost paid per click (Cost-Per-Click) are measured. The data thus gathered is used to test various hypotheses and insights are drawn from them. Linear regression models are constructed to understand the impact of the bid and budget change on various KPIs. The thesis concludes with a summary of the findings and proposes future work in this area.
Scientific and Technical Aerospace Reports
Author:
Publisher:
ISBN:
Category : Aeronautics
Languages : en
Pages : 964
Book Description
Lists citations with abstracts for aerospace related reports obtained from world wide sources and announces documents that have recently been entered into the NASA Scientific and Technical Information Database.
Publisher:
ISBN:
Category : Aeronautics
Languages : en
Pages : 964
Book Description
Lists citations with abstracts for aerospace related reports obtained from world wide sources and announces documents that have recently been entered into the NASA Scientific and Technical Information Database.
Technical Abstract Bulletin
Author:
Publisher:
ISBN:
Category : Science
Languages : en
Pages : 120
Book Description
Publisher:
ISBN:
Category : Science
Languages : en
Pages : 120
Book Description
Government reports annual index
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 1092
Book Description
Publisher:
ISBN:
Category :
Languages : en
Pages : 1092
Book Description
International Directory of New and Renewable Energy Information Sources and Research Centres
Author: Unesco
Publisher:
ISBN:
Category : Energy development
Languages : en
Pages : 492
Book Description
UNESCO pub. International directory of research centres, UN and specialized agencies and other international organizations, government agencys and information sources dealing with alternative energy sources and renewable resources of energy - abbreviations, bibliography, directory of data bases.
Publisher:
ISBN:
Category : Energy development
Languages : en
Pages : 492
Book Description
UNESCO pub. International directory of research centres, UN and specialized agencies and other international organizations, government agencys and information sources dealing with alternative energy sources and renewable resources of energy - abbreviations, bibliography, directory of data bases.
Dictionary of New Information Technology Acronyms
Author: Michael Gordon
Publisher: London : Kogan Page ; Detroit : Gale Research Company
ISBN:
Category : Computers
Languages : en
Pages : 252
Book Description
Publisher: London : Kogan Page ; Detroit : Gale Research Company
ISBN:
Category : Computers
Languages : en
Pages : 252
Book Description
Petroleum Abstracts
Author:
Publisher:
ISBN:
Category : Petroleum
Languages : en
Pages : 744
Book Description
Publisher:
ISBN:
Category : Petroleum
Languages : en
Pages : 744
Book Description
Government Reports Announcements & Index
Author:
Publisher:
ISBN:
Category : Science
Languages : en
Pages : 1028
Book Description
Publisher:
ISBN:
Category : Science
Languages : en
Pages : 1028
Book Description
IEEE Membership Directory
Author: Institute of Electrical and Electronics Engineers
Publisher:
ISBN:
Category : Electric engineers
Languages : en
Pages : 1316
Book Description
Publisher:
ISBN:
Category : Electric engineers
Languages : en
Pages : 1316
Book Description
IRE Directory
Author:
Publisher:
ISBN:
Category : Radio
Languages : en
Pages : 1420
Book Description
Publisher:
ISBN:
Category : Radio
Languages : en
Pages : 1420
Book Description