基于用户行为的竞价广告效果分析

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1、基于用户行为的竞价广告效果分析*王家卓“，刘奕鼾,马少平2,WY智能技术与系统国家重点实验室(清华大学)，北京100084)Y清华信息科学与技术国家实验察(筹)(清华大学)，北京100084)%涓华大学计算机科学与技术系，北京100084)SponsoredSearchPerformanceAnalysisBasedonUserBehaviorInformationWangJiazhuo,LiuYiqurr,MaShaoping",andZhangMin'(StateKeyLaboratoryofIntelligentTec

2、hnologyandSystems(TsinghuaUniversity),Beijing100084)2(TsinghuaNationalLaboratoryforInformationScienceandTechnology(TsinghuaUniversity),Beijingl()()()84)3'(DepartmentofComputerScienceandTechnology,TsinghuaUniversity,Beijing100084)Abstract:Withtheexplosivegrowthofinf

3、ormationavailableontheWeb.moreandmoreusersadoptsearchenginestocollectioninformationontheInternet.Meanwhile,sponsoredsearchhasbecomeoneofthemostpopularformsofInternetadvertisingbecauseofitseffectivenessandfeasibility.AsoneofthepredominantbusinessmodelforWebsearcheng

4、ines,sponsoredsearchplaysanimportantpartinsearchenginestudies.Sponsoredsearchispopularamongthesmallscalecompaniesbecauseitlowersrisksandbroadensmarketchannelsforthesecompanies.Butthereremainmanyquestionstobeansweredforsponsoredsearchresearches:Aresponsoredresultspr

5、ovidingWebusersgoodexperience?AreWebsearchusersdisturbedbysponsoredlinksonsearchengineresultpages?Howdoessponsoredsearchresultaffectthebehaviorofthesearchusers?Itisnecessarytolookintothesequestionsandgiveadvicestosearchenginesandadvertiserstomakesponsoredsearchmore

6、usefulandacceptable・Click-throughinformationisextractedfromWebaccesslogscollectedbyacommercialsearchengineinChina・Basedonanalysisintothisinformation,clickthroughbehavioronsponsoredsearchresultsandordinaryresultsarecompared.Experimentalresultsshowthatsomehypothesisp

7、roposedbypreviousresearchesdontaccordwithpracticalWebuserbehaviorpatterns・Meanwhile,anumberofconclusionsarealsomadetoanswertheseproposedquestions.Keywords:sponsoredsearch;searchengine;userlogmining;performanceanalysis;Webadvertising摘要：随着互联网数据的爆炸性増长，搜索引擎成为人们生活和工作中不可

8、缺少的信息荻取工具•作为搜索引擎盈利的主要商业模式之一，竞价排名的赞助商广告链接以其高效、低风险、灵活方便的特点受到传统营销方式下处于劣势的中小企业的青睐.然而搜索引擎结果页而上出现大量的广告链接是否影响用户体验？这些广告链接的实际收效如何？加入赞助商广告链接的搜索引擎如何影响用户的点击行