TY - GEN
T1 - Gender demographic targeting in sponsored search
AU - Jansen, Bernard J.
AU - Solomon, Lauren
N1 - Copyright:
Copyright 2010 Elsevier B.V., All rights reserved.
PY - 2010
Y1 - 2010
N2 - In this research, we evaluate the effect of gender in analyzing the performance of sponsored search advertising. We examine a log file with data comprised of nearly 7,000,000 records spanning 33 consecutive months of a search engine marketing campaign from a major US retailer. We classify key phrases selected for the campaign with a probability of being targeted for a specific gender and then compare the consumer actions using the critical sponsored search metrics of impressions, clicks, cost-per-click, sales revenue, orders, and items sold. Findings from our analysis show that the gender-orientation of the key phrase is a significant determinant in predicting behaviors and performance, with statistically different consumer behaviors for all attributes as the probability of a male or female keyword phrase changes. However, gender neutral phrases perform the best overall, calling into question the benefits of demographic targeting. Insight from this research could result in sponsored results being more effectively targeted to searchers and potential consumers.
AB - In this research, we evaluate the effect of gender in analyzing the performance of sponsored search advertising. We examine a log file with data comprised of nearly 7,000,000 records spanning 33 consecutive months of a search engine marketing campaign from a major US retailer. We classify key phrases selected for the campaign with a probability of being targeted for a specific gender and then compare the consumer actions using the critical sponsored search metrics of impressions, clicks, cost-per-click, sales revenue, orders, and items sold. Findings from our analysis show that the gender-orientation of the key phrase is a significant determinant in predicting behaviors and performance, with statistically different consumer behaviors for all attributes as the probability of a male or female keyword phrase changes. However, gender neutral phrases perform the best overall, calling into question the benefits of demographic targeting. Insight from this research could result in sponsored results being more effectively targeted to searchers and potential consumers.
UR - http://www.scopus.com/inward/record.url?scp=77953986441&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=77953986441&partnerID=8YFLogxK
U2 - 10.1145/1753326.1753448
DO - 10.1145/1753326.1753448
M3 - Conference contribution
AN - SCOPUS:77953986441
SN - 9781605589299
T3 - Conference on Human Factors in Computing Systems - Proceedings
SP - 831
EP - 840
BT - CHI 2010 - The 28th Annual CHI Conference on Human Factors in Computing Systems, Conference Proceedings
T2 - 28th Annual CHI Conference on Human Factors in Computing Systems, CHI 2010
Y2 - 10 April 2010 through 15 April 2010
ER -