The Crucial Factors of Clicking Keyword Advertisements

點擊關鍵字廣告重要因素

張景榮(Jing-Rong Chang) ； 陳明國(Ming-Kuo Chen) ； 陳隆昇(Long-Sheng Chen) ； 郭泰成(Tai-Cheng Kuo)

《管理與系統》 28卷2期 (2021/04) Pp. 195-223

https://doi.org/10.29416/JMS.202104_28(2).0003

摘要

In era of social media, we usually read keywords to search our interested topics and issues. No matter in Facebook, YouTube, and Line, keyword advertising has become one of major trends in online advertisements (Ads). In keyword Ads design, how to create a high click-through rate (CTR) is a critical issue for both advertisers and advertise agencies. Briefly speaking, the advertisers buy the preferred keywords. When the search engine is used to conduct a search using any of those keywords, the advertiser's advertisement will appear on the search results page. Advertisers will pay when a user clicks on the triggered advertisement. Because the keyword advertising is different from traditional banner advertisements which force users to read, it has become a popular way for advertising. Because the cost is lower than traditional online advertisements, it's very suitable to small and medium enterprises. Therefore, how to enhance the benefits of keyword advertising by increasing its click rate is one of important problems. Consequently, this study aims to define the factors of keyword advertising and then use Kano analysis, information gain, and decision trees algorithm to categorize customers' needs, to identify important factors, and to extract latent knowledge for adjusting marketing strategies from the viewpoints of customers. Results indicate that ＂title＂ and ＂famous search engines＂ have been confirmed as significantly important factors. If advertisers and advertise agencies want to create a high click rate of a specific keyword advertisement, they have to make their keyword Ads appear on famous search websites such as Google, Bing, and so on. And, they should keep the title of a keyword Ad short, clear, attractive and interesting.

關鍵字

Keyword Advertising ； Feature Selection ； Data Mining ； Kano Model ； Decision Trees ； Information Gain

並列摘要

在社群媒體（social media）時代，我們通常閱讀關鍵字來搜索我們感興趣的主題和議題。無論在Facebook，YouTube和Line中，關鍵字廣告已成為線上廣告的主要趨勢之一。在關鍵字廣告設計中，如何創建高點擊率對於廣告商和廣告代理商都是至關重要的問題。簡而言之，廣告商將購買偏愛的關鍵字。當搜索引擎使用任何一個被購買的關鍵字進行搜索時，廣告客戶的廣告將顯示在搜索結果頁面上。當用戶點擊觸發的廣告時，廣告商將付款。由於關鍵字廣告不同於迫使用戶閱讀的傳統橫幅廣告，因此它已成為一種流行的廣告方式。由於費用低於傳統的線上廣告，因此非常適合中小企業。因此，如何通過增加其點擊率來提高關鍵字廣告的利益是重要的問題之一。因此，本研究旨在定義關鍵字廣告的因素，然後使用狩野分析（Kano analysis）、資訊增益（Information gain）和決策樹演算法（decision trees）對客戶的需求進行分類，並點擊關鍵字廣告的確定重要因素，並從客戶的角度提取潛在知識以調整行銷策略。實驗結果指出“廣告標題”與“知名搜尋引擎”是影響廣告點擊率的重要因素。如果廣告商想要創造高點擊率，他們必須將關鍵字廣告下到知名收尋引擎如Google或Bing等。且必須讓關鍵字廣告標題保持簡短、清楚、具吸引力及有趣。

並列關鍵字

關鍵字廣告 ； 特徵選取 ； 資料探勘 ； 狩野模式 ； 決策樹 ； 資訊增益

參考文獻

Aslam, B. and Karjaluoto, H., “Digital Advertising Around Paid Spaces, E-advertising Industry’s Revenue Engine: A Review and Research Agenda,” Telematics and Informatics, Vol. 34, 2017, pp. 1650-1662.

Chan, C. H., “Online Auction Customer Segmentation Using a Neural Network Model,” International Journal of Applied Sciences and Engineering, Vol. 3, 2005, pp. 101-119.

Chang, J.-R., Chen, M.-Y., Chen, L.-S., and Chien, W.-T., “Recognizng Important Factors of Influencing Trust in O2O Models: An Example of OpenTable,” Soft Computing, Vol. 24, 2020, pp. 7907-7923.

Chang, J.-R., Chen, M.-Y., Chen, L.-S., and Tseng, S.-C., “Why Customers Don’t Revisit in Tourism and Hospitality Industry?” IEEE Access, Vol. 7, No. 7, 2019, pp. 146588-146606.

Chang, K.-C. and Chen, M.-C. “Applying the Kano Model and QFD to Explore Customers’ Brand Contacts in The Hotel Business: A Study of a Hot Spring Hotel,” Total Quality Management & Business Excellence, Vol. 22, 2011, pp. 1-27.