1. An analysis of the importance of the long tail in search engine marketing Presenter: Chun-Wei Chuang Instructor: Dr. Pi-Ying Hsu Date: March 2 ,2011 1

2. Citation Bernd, S., Jochen, E., & Oliver, H. (2010). An analysis of the importance of the long tail in search engine marketing. Electronic Commerce Research and Applications, 9, 488-494. 2

3. Content 3

4. Introduction Search engine marketing grows steadily throughout the world. 4

5. Literature review Search engine by far is the largest source of revenue for Google (Edelman et al. 2006) Search engines have become the man tool consumers use to locate information ( Rangaswamy et al. 2009) 5

6. The search engine marketing campaign 6

7. Long tail Ander (2006) coined the phrase “long tail” to describe the phenomenon that nitch product can gain a significant share in total sales. 7

8. Long tail 8

9. The purpose of the study The researchers doubt that the long tail, based on the large number of rather less popular keywords, drives the success of search engine marketing campaigns. 9

10. Research Question Whether the use of many different keywords drives the success in search engine marketing or whether this success is driven by a few but important keywords? 10

11. Keywords Which one is better? VS. 11

12. Research Hypothesis 12

13. Methodology 13

14. Hypothesis H1: The distribution of searches, clicks and conversions across keywords is concentrated. 14

15. Description of three search engine marketing campaigns 15

16. Concentration of searches and clicks across keywords 16

17. Results H1: The distribution of searches, clicks and conversions across keywords is concentrated. 17

18. Hypothesis H2: An increasing number of keywords has a rather small effect on the number of searches, clicks and conversions. 18

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22. Results H2: An increasing number of keywords has a rather small effect on the number of searches, clicks and conversions. 22

23. Hypothesis H3: The use of the most popular keywords at one point in time is sufficient to capture the vast majority of searches, clicks and conversions in future periods 23

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26. Results H3: The use of the most popular keywords at one point in time is sufficient to capture the vast majority of searches, clicks and conversions in future periods. 26

27. Findings and Conclusion 27

28. Reflection 28

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30. Note Short tail Hugh MacLeod 30

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