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MAXIMIZING THE RETURN ON INVESTMENT OF LOCAL BUSINESS AD SPEND ON SEARCH ENGINE ADVERTISING USING MULTIVARIATE ANALYSIS
MAXIMIZING THE RETURN ON INVESTMENT OF LOCAL BUSINESS AD SPEND ON SEARCH ENGINE ADVERTISING USING MULTIVARIATE ANALYSIS
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机译:多元分析可最大程度地提高本地搜索引擎广告上的投资回报
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摘要
Local businesses using on line search advertising to attract customers have a difficult time determining the effectiveness of various search terms or how much to bid for each term or search phrase. Local businesses typically fall into a national category. This national category has words and terms related to it which consumers and businesses use to search for providers and information within the category. Multivariate analysis can be used across target words and terms, negative words and terms, product profit margin, product sales volume, customer value, and click thru success to determine an index value for each search term. This analysis can be used to determine the best potential ad budget for a paid search campaign and the best phrases to deploy and optimal bid rates.
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