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First ACM International Conference on Web Search and Data Mining - WSDM 2008

An Empirical Analysis of Sponsored Search Performance in Search Engine Advertising

author: Anindya Ghose, New York University

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*Slides*
0:00	An Empirical Analysis of Sponsored Search Performance in Search Engine Advertising
1:19	Outline
1:53	Search Engine Marketing - 1
2:39	Search Engine Marketing - 2
3:10	Characteristics of Keywords
5:02	Implications?
6:18	Research Agenda
7:41	Summary of Findings and Contributions
9:15	Empirical Methodology
9:50	Model
10:41	Empirical Models
12:43	Data
13:59	Results - 1
15:27	Results - 2
16:18	Policy Simulations
17:14	Results - 2
17:27	Policy Simulations
20:00	Some Limitations
20:28	Takeaways - 1
20:52	Takeaways - 2

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