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

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