Title: Correlation of common knowledge variables and search engine marketing elements

Authors: Aurimas Paulius Girčys

Addresses: Institute of Mathematics and Informatics, Vilnius University, Akademijos 4, LT-08663 Vilnius, Lithuania

Abstract: This paper identifies whether there is correlation between common knowledge variables and search engine marketing elements. Main search engine marketing elements are considered to be keywords, click-through-rates, and conversions. They are the main focus of any search-engine marketing advertiser. Methodology and theoretical approach of this paper is based on the elements of game theory and more precisely - common knowledge. In some cases advertisers apply click-through-rate oriented approach, where instead of describing the product that they are selling they just insert the query parameter of the user into their ad. While looking as a short-term win for the advertisers, this very much is a lose-lose for the whole advertising market. Quantitative research is taken, and correlations were calculated and regression analysis was used.

Keywords: Google AdWords; search engine marketing; common knowledge; online marketing; advertising; marketing models; keywords; click-through rates; conversions; game theory.

DOI: 10.1504/IJBEM.2015.068353

International Journal of Business and Emerging Markets, 2015 Vol.7 No.2, pp.170 - 185

Received: 09 Jul 2014
Accepted: 01 Oct 2014
Published online: 31 Mar 2015 *

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