Do Specific Text Features Influence Click Probabilities in Paid Search Advertising?
Tobias BlaskPublished in: ICE-B (2014)
Keyphrases
- search advertising
- search engine
- sponsored search advertising
- click prediction
- additional features
- low level
- co occurrence
- web search
- text retrieval
- contextual factors
- website
- click through rate
- advertising campaigns
- user interface
- information extraction
- extracted features
- direct marketing
- internet search engines
- keywords
- information retrieval