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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

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

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