0
An analysis of the importance of the long tail in search engine marketing<br />                                           ...
Citation<br />    Bernd, S., Jochen, E., & Oliver, H. (2010). An analysis of the importance of the long tail in search eng...
Content<br />3<br />
Introduction<br />    Search engine marketing grows steadily throughout the world.<br />4<br />
Literature review<br />Search engine by far is the largest source of revenue for Google (Edelman et al. 2006)<br />Search ...
The search engine marketing campaign<br />6<br />
Long tail<br />Ander (2006) coined the phrase “long tail” to describe the phenomenon that nitch product can gain a signifi...
Long tail<br />8<br />
The purpose of the study<br />The researchers doubt that the long tail, based on the large number of rather less popular k...
Research Question<br />Whether the use of many different keywords drives the success in search engine marketing or whether...
Keywords   <br />Which one is better?<br />VS.<br />11<br />
Research Hypothesis<br />12<br />
Methodology<br />13<br />
Hypothesis<br />H1: The distribution of searches, clicks and             <br />            conversions across keywords is ...
Description of three search engine marketing campaigns<br />15<br />
Concentration of searches and clicks across keywords<br />16<br />
Results<br />H1: The distribution of searches, clicks and             <br />            conversions across keywords is  <b...
Hypothesis<br />H2: An increasing number of keywords has <br />            a rather small effect on the number of <br />  ...
19<br />
20<br />
21<br />
Results<br />H2: An increasing number of keywords has <br />            a rather small effect on the number of <br />     ...
Hypothesis<br />H3: The use of the most popular keywords <br />            at one point in time is sufficient to <br />   ...
24<br />
25<br />
Results<br />H3: The use of the most popular keywords <br />            at one point in time is sufficient to <br />      ...
Findings and Conclusion<br />27<br />
Reflection<br />28<br />
29<br />
Note<br />Short tail<br />                                                 Hugh MacLeod<br />30<br />
31<br />
Upcoming SlideShare
Loading in...5
×

An analysis of the importance of the long tail in search engine marketing

180

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
180
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "An analysis of the importance of the long tail in search engine marketing"

  1. 1. An analysis of the importance of the long tail in search engine marketing<br /> Presenter: Chun-Wei Chuang <br /> Instructor: Dr. Pi-Ying Hsu<br /> Date: March 2 ,2011<br />1<br />
  2. 2. Citation<br /> Bernd, S., Jochen, E., & Oliver, H. (2010). An analysis of the importance of the long tail in search engine marketing. Electronic Commerce Research and Applications, 9, 488-494.<br />2<br />
  3. 3. Content<br />3<br />
  4. 4. Introduction<br /> Search engine marketing grows steadily throughout the world.<br />4<br />
  5. 5. Literature review<br />Search engine by far is the largest source of revenue for Google (Edelman et al. 2006)<br />Search engines have become the man tool consumers use to locate information ( Rangaswamy et al. 2009)<br />5<br />
  6. 6. The search engine marketing campaign<br />6<br />
  7. 7. Long tail<br />Ander (2006) coined the phrase “long tail” to describe the phenomenon that nitch product can gain a significant share in total sales. <br />7<br />
  8. 8. Long tail<br />8<br />
  9. 9. The purpose of the study<br />The researchers doubt that the long tail, based on the large number of rather less popular keywords, drives the success of search engine marketing campaigns. <br />9<br />
  10. 10. Research Question<br />Whether the use of many different keywords drives the success in search engine marketing or whether this success is driven by a few but important keywords?<br />10<br />
  11. 11. Keywords <br />Which one is better?<br />VS.<br />11<br />
  12. 12. Research Hypothesis<br />12<br />
  13. 13. Methodology<br />13<br />
  14. 14. Hypothesis<br />H1: The distribution of searches, clicks and <br /> conversions across keywords is <br /> concentrated.<br />14<br />
  15. 15. Description of three search engine marketing campaigns<br />15<br />
  16. 16. Concentration of searches and clicks across keywords<br />16<br />
  17. 17. Results<br />H1: The distribution of searches, clicks and <br /> conversions across keywords is <br /> concentrated.<br />17<br />
  18. 18. Hypothesis<br />H2: An increasing number of keywords has <br /> a rather small effect on the number of <br /> searches, clicks and conversions.<br />18<br />
  19. 19. 19<br />
  20. 20. 20<br />
  21. 21. 21<br />
  22. 22. Results<br />H2: An increasing number of keywords has <br /> a rather small effect on the number of <br /> searches, clicks and conversions.<br />22<br />
  23. 23. Hypothesis<br />H3: The use of the most popular keywords <br /> at one point in time is sufficient to <br /> capture the vast majority of searches, <br /> clicks and conversions in future periods<br />23<br />
  24. 24. 24<br />
  25. 25. 25<br />
  26. 26. Results<br />H3: The use of the most popular keywords <br /> at one point in time is sufficient to <br /> capture the vast majority of searches, <br /> clicks and conversions in future periods.<br />26<br />
  27. 27. Findings and Conclusion<br />27<br />
  28. 28. Reflection<br />28<br />
  29. 29. 29<br />
  30. 30. Note<br />Short tail<br /> Hugh MacLeod<br />30<br />
  31. 31. 31<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×