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Correlation of common knowledge variables and search engine marketing elements

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  • Aurimas Paulius GirÄ ys

Abstract

This paper identifies whether there is correlation between common knowledge variables and search engine marketing elements. Main search engine marketing elements are considered to be keywords, click-through-rates, and conversions. They are the main focus of any search-engine marketing advertiser. Methodology and theoretical approach of this paper is based on the elements of game theory and more precisely - common knowledge. In some cases advertisers apply click-through-rate oriented approach, where instead of describing the product that they are selling they just insert the query parameter of the user into their ad. While looking as a short-term win for the advertisers, this very much is a lose-lose for the whole advertising market. Quantitative research is taken, and correlations were calculated and regression analysis was used.

Suggested Citation

  • Aurimas Paulius GirÄ ys, 2015. "Correlation of common knowledge variables and search engine marketing elements," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 7(2), pages 170-185.
    • Handle: RePEc:ids:ijbema:v:7:y:2015:i:2:p:170-185
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