Kazan (Volga region) Federal University, KFU
KAZAN
FEDERAL UNIVERSITY
 
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DIGITAL ECONOMY: DATA ANALYSIS ON THE CONTEXT ADVERTISING MARKET IN THE UK AND THE US
Form of presentationArticles in international journals and collections
Year of publication2018
Языканглийский
  • Akhmetshin Elvir Munirovich, author
  • Bibliographic description in the original language Plotnikov, A. V., Kuznetsov, P. A., Urasova, A. A., Akhmetshin, E. M. (2018). Digital economy: data analysis on the context advertising market in the UK and the US. International Journal of Civil Engineering and Technology, 9(11), 2372-2382.
    Annotation Users behave differently when searching for the same queries, and this is manifested in the cost of online promotion by keywords. The data collected from the English-speaking search engine Google (two countries: the US and the UK) for the general request «html« have been analyzed and compared in the study. Dispersion and regression analyses have been used as methods. Cost-per-click, the amount of observed data with filled values by parameters N=6,917, is a dependent variable. As a result of the study, it has been found that the predictive model of the US contextual advertising market is more important in comparison with the UK, which indicatesbetter development of the US market. 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.
    Keywords Contextual Advertising, Google AdWords, Digital Economy, Search Engine, Online Marketing
    The name of the journal International Journal of Civil Engineering and Technology
    URL https://www.scopus.com/inward/record.uri?eid=2-s2.0-85058025309&partnerID=40&md5=88599d004e29770dea47d3c1c8a5d50f
    Please use this ID to quote from or refer to the card https://repository.kpfu.ru/eng/?p_id=192755&p_lang=2

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