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Uncovering Interactions in Paid vs Natural Search: Insights from Emory and 360i's Collaborative Study

This experiment investigates the impact of paid versus natural search results on user behavior. By analyzing keyword string data, we track impressions, clicks, and purchases for each keyword's paid and natural pairings. With extensive experience in paid search, portfolio optimization, and tracking, we aim to understand the dynamic interaction between paid and natural rankings. Our partnership with MSN enables us to blend academic research with innovative strategies to enhance search engine performance. Results will be shared through seminars and publications.

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Uncovering Interactions in Paid vs Natural Search: Insights from Emory and 360i's Collaborative Study

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Presentation Transcript

  1. MSN – 360i - Emory Designed Experiment to infrastructure of Paid versus Natural Search

  2. Design of Experiment • For each keyword string • Need data for every paid/natural location pair ( see examples of two following) • Need to track • Impressions • Clicks • Purchase • Sufficient sample size for Significance

  3. 1 2 A 3 B 4 C D 5

  4. 1 2 A 3 B 4 C D 5

  5. What we Know • Extensive experience in: • paid search • Portfolio optimization • site optimization • Inferential behavioral modeling • Tracking/data collection of search behavior

  6. What we can do • Extend our expertise of: • Known interaction between • Paid rank and response • Natural rank and response • How to obtain rank • To Interaction: • Rank of natural and paid

  7. Communicate with the Community • Currently hold seminars on • Search Optimization • Portfolio Optimization • Inferential Modeling • Will publish and share these results

  8. Unique Relationship • Emory-360i working with MSN provides a unique opportunity to combine • Academic Research Excellence • Cutting edge development and Implementation • Leading search engine development

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