Correlation of common knowledge variables and search engine marketing elements

Aurimas Paulius GirÄ ys

International Journal of Business and Emerging Markets, 2015, vol. 7, issue 2, 170-185

Abstract: This paper identifies whether there is correlation between common knowledge variables and search engine marketing elements. Main search engine marketing elements are considered to be keywords, click-through-rates, and conversions. They are the main focus of any search-engine marketing advertiser. Methodology and theoretical approach of this paper is based on the elements of game theory and more precisely - common knowledge. In some cases advertisers apply click-through-rate oriented approach, where instead of describing the product that they are selling they just insert the query parameter of the user into their ad. While looking as a short-term win for the advertisers, this very much is a lose-lose for the whole advertising market. Quantitative research is taken, and correlations were calculated and regression analysis was used.

Keywords: Google AdWords; search engine marketing; common knowledge; online marketing; advertising; marketing models; keywords; click-through rates; conversions; game theory. (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=68353 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbema:v:7:y:2015:i:2:p:170-185

Access Statistics for this article

More articles in International Journal of Business and Emerging Markets from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().