earticle

영어

In this paper, search simulation system is established to collect user clicking behavior. Empirical method is employed to study characteristics of results page which affect the user's clicks. Rankings, product brand information, retailer information, whether including product images, keywords length and other characteristics of the user click behavior are analyzed. The empirical results show that ranking is not the only factors that determine the result of click; well-known branded keyword or well-known retailer specific can improve click-through rate. Non well-known companies and non-famous retailer should get the top-ranking position to improve their ad clicks. User usually choose moderate length keyword to search. The article also firstly study the impact on commodity picture click-through rate (CTR). These conclusions have important guiding significance for advertisers to better carry out keyword ad activities.