온라인 키워드 광고 시장에서 광고 단가에 영향을 미치는 요인 분석

Identifying Influencing Factors on the Price Per Click of Keyword Advertising : Focusing on Keyword Type, Search Number and Competition

Many advertisers utilize sponsored search in search engines since customers want to find relevant information on their purchases from the search engines. Many factors have influences on price per click of the sponsored search. These influences are different based on the types of keywords such as search/experience or prominent/specific. However, differences of the influences have not been studied well. Thus, this study wants to identify the differences of the influences according the type of keywords. One month data of keyword advertising were collected from Naver. The influences of search number, click through rate, and competition on price per click were different according to the keyword types.