Correlation analysis of the data on the UK and US market for contextual advertising

Abstract

© IAEME Publication The launch of contextual advertising starts with shaping a semantic core – a list of key phrases by which Google Ad Words will display ads to users. The quality and completeness of this list largely determine success of a campaign. Keywords in the context are required for two types of advertising: search advertising and ads on partner websites. Lists of keys for campaigns of each type must differ from each other. The data collected from the English-speaking search engine Google (two countries: the US and the UK) for the general request "html" were analyzed and compared in the study. A correlation matrix was used as the method. The volume of observed data with values filled for parameters is N=6,917. Keyword length in both the US and UK markets is negatively correlated with CPC, which gives the conclusion that despite the developed US market, advertisers prefer not to search for a Keyword with multiple words as an ad trigger in the Google search engine.