Correlation of common knowledge variables and search engine marketing elements
by Aurimas Paulius Girčys
International Journal of Business and Emerging Markets (IJBEM), Vol. 7, No. 2, 2015

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.

Online publication date: Tue, 31-Mar-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Emerging Markets (IJBEM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com