A Study On Search Engine Keyword Advertising Click-through Rate And The Reserve Price

With the rapid development and widely available of the Internet, online information has experienced explosive growth during the past decade. How to get valuable information in a huge amount of datais important. The search engine make users access to collect target information quickly and accurately. With the development of search engines, Keyword advertising has been growing concern which is an important economic base of search engine and provides business new opportunities for promoting their own website.Click-through rate of search engine keyword advertising is an important indicator to measure of the value of it. It is significance to study its factors and the strategy of improving it. Considering keyword advertising's location, rational level and form, takes phone keyword advertising as an example, several meaningful results are gotten by the comparative simulation experiment. Adverting in former position can get high CTR. Emotional keyword gets less rational advertising CTR. Female is easy to accept than male. The "Promotion" adverting can get more attention than "Sponsored Links", while the right side of ads can hardly attract attention.After studied the relationship of Consumers' beliefs, attitudes and behavior, it is found that there are five sub-dimensions that affect the formation of attitudes. Information search and credibility influence the attitude formation more than other factors. And positive attitude can promote more clicks.How to use the massive keywords to maximize the return is an important and basic work for search engines. By controlling the advertiser optimal reserve price, it will easily help achieve the goal of search engines to maximize revenue. As an application, this process of keyword ad auction reserve price has some research. The best start of reserve price in the process of keyword ad auction is studied as an application of CTR experiment...