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 />
Description of three search engine marketing campaigns<br />14<br />
Hypothesis<br />H1: The distribution of searches, clicks and             <br />            conversions across keywords is ...
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 />
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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. Description of three search engine marketing campaigns<br />14<br />
  15. 15. Hypothesis<br />H1: The distribution of searches, clicks and <br /> conversions across keywords is <br /> concentrated.<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 />

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