How Online Shopping Behavior Informs Positioning Strategies in Search Engine Advertising

摘要

How does consumers'prior online shopping behavior influence their response to different positions of ads on search engine results pages? We employ data from a field experiment and an observational study to answer our research question.We obtain data for both studies from the Google AdWords system of an international multibrand fashion retailer.The data comprise keyword information(clicks,impressions,conversions,average position,quality score among others)from one of the retailer's national markets,grouped by four distinct stages of consumers'buying process.To analyze our data,we use a difference-in-differences approach for the field experiment and a hierarchical Bayesian model for the observational data,estimated with rstan.