付费搜索广告主的关键词组合策略研究——基于语义结构与用户心理的互动机制视角

Research on Paid Search Advertiser’s Keyword Portfolio Strategy:From the Interaction Mechanism Perspective of Semantic Structure and User’s Psychology

在当前竞争日益激烈的电商环境下,付费搜索广告凭借其高效性、盈利性成为广告主最为青睐的广告形式,而有效的关键词组合策略是其长久取胜的关键。本文从关键词组合的语义结构与用户心理互动机制的视角展开分析,拓展了多关键词组合的相关理论。基于付费搜索广告相关研究,本文采用带稳健标准误的负二项零膨胀回归模型(ZINB),分析了不同类型关键词组合策略对产品广告长期和短期绩效的直接影响,以及不同产品特征(产品知名度、产品需求不确定性、促销力度)的调节效应。研究结果表明,品牌关键词组合的投入集中度能有效提高广告短期效果,类目关键词组合的词义多样性能有效提高广告长期效果,不同类型关键词组合对广告点击率和转化率的影响受产品特征的调节。本文指出,付费搜索广告主应该根据产品特征设定广告绩效目标,进而选择有效的关键词组合策略。

In the current e-commerce environment with increasingly fierce competition,paid search advertising has become the most favored form of advertising by advertisers due to its high efficiency and profitability,and effective keyword portfolio strategy is the key to their long-term success.However,previous studies are mostly based on the perspective of a single keyword,assuming that the impact of paid search advertising on search users is single and segmented,which mainly focus on keyword bidding,ad position strategy,search users’behaviors and other aspects.Actually,there are continuous and multiple interactions between search users and keywords.In the face of the increasingly diversified search content and fragmented attention of search users,advertisers need to select a group of keywords that are relevant to products to bid for and focus on the integration effect of keyword portfolio.Therefore,(1)we need to classify keywords semantically based on consumer psychology,and explore the impact of semantic information of different types of keywords portfolio on product advertising;(2)we need to distinguish how the semantic structure of keyword portfolio affects user psychology and advertising performance;(3)we need to understand the rules of the interaction process between search users and search information,so as to develop keyword portfolio strategy to improve user interaction.In order to explore the above issues,this paper focuses on the interaction mechanism between semantic structure of keyword portfolio and user psychology.Based on the dual-system theory,we explore the direct and indirect effects of keyword portfolio on advertising performance and the moderate effect of product characteristics,by using a zero-inflated negative binomial(ZINB)model with robust standard errors.It is found that branded keyword portfolio arouses users’interests through emotional activation mode and produces strong short-time effect,while generic keyword portfolio arouses users’interests through information activation mode and produces strong long-term effect.The concentration strategy of branded keyword portfolio is more effective than its semantic diversity strategy in improving the click-through rates.On the contrary,the semantic diversity strategy of generic keyword portfolio is more effective than its concentration strategy in improving the conversion rates.Product awareness positively moderates the effect of semantic structure of branded keyword portfolio and generic keyword portfolio on advertising performance.However,product demand uncertainty and promotion negatively moderate the effect of semantic structure of branded keyword portfolio and generic keyword portfolio on advertising performance.This paper provides some theoretical contributions and practical implications.Theoretically,first of all,for the research subject,the analysis for advertiser’s keyword strategy transfers from bidding for a single keyword and better ad position to keyword portfolio strategy,which is conductive to analyzing the cross-keyword synergy effect from the perspective of search users,and develop new research directions for advertisers’keyword portfolio strategy.Secondly,in terms of research content,in combination with relevant psychological theory,this paper analyzes the types and mechanisms of semantic structure of keyword portfolio from the perspective of consumer behavior and information processing mode,which promotes and develops theories of consumer psychology.Thirdly,from the research perspective,this paper analyzes the direct and indirect effects of keyword portfolio,which enriches relevant research conclusions.Practically,first of all,this paper helps paid search advertisers to reduce their dependence on keyword bidding and ad position strategies.Secondly,product features,such as product awareness,product demand uncertainty and promotion are of different degrees of uncertainty for search users,which will affect users’understanding and cognition for semantic information of keywords.This paper helps paid search advertisers to select the most effective keyword portfolio strategy according to product features.Finally,the systematic analysis of the semantic structure and mechanism of keyword portfolio in this paper can effectively guide advertisers to improve advertising performance.The results of this paper will make reasonable suggestions from a dynamic and comprehensive perspective,which is helpful for advertisers to set performance goals according to product features.From the perspectives of interaction mechanism between semantic structure of keyword portfolio and user psychology,this paper explores the mechanism and effects of semantic structure of different types of keyword portfolio on click-through rate and conversion rate of product advertising,and the moderate effects of product features.The results point out that paid search advertisers should set performance goals according to product features,and then select effective keyword portfolio strategies.