The views expressed here are those of the individual authors and not necessarily those of the JSM sponsors, their officers, or their staff.
Online Program Home
Abstract Details
|
Activity Number:
|
220
|
|
Type:
|
Invited
|
|
Date/Time:
|
Monday, July 30, 2012 : 2:00 PM to 3:50 PM
|
|
Sponsor:
|
Section on Statistics in Marketing
|
| Abstract - #303700 |
|
Title:
|
Estimating True Impact of Google Search Ads
|
|
Author(s):
|
Jim Koehler*+ and Deepak Kumar and David Chan
|
|
Companies:
|
Google and Google and Google
|
|
Address:
|
590 Pearl St., STE 110, Boulder, CO, 80302,
|
|
Keywords:
|
paid search ;
Google ;
Adwords ;
change point detection
|
|
Abstract:
|
Title: Estimating True Impact of Google Search Ads
- Abstract: This work estimates how much of the paid traffic from Google's Adwords program is incremental, i.e., traffic/website-visits that the advertiser would not have got without Adwords. The estimate is based on hundreds of studies that our automated analysis pipeline has accumulated over the past year; the pipeline runs on a daily basis, and an analysis is triggered for an advertiser when a significant spend change, +ve or -ve , is detected for the advertiser's account. Challenges include identify a real change in Adwords spend (i.e, not a seasonal change), figuring out when the spend-change occurred, producing these analysis within the shortest possible time after the spend-change to make the analysis timely, etc
|
The address information is for the authors that have a + after their name.
Authors who are presenting talks have a * after their name.
Back to the full JSM 2012 program
|
2012 JSM Online Program Home
For information, contact jsm@amstat.org or phone (888) 231-3473.
If you have questions about the Continuing Education program, please contact the Education Department.