Secret Techniques for Evaluating (Cpc) Cost Per Click Advertising: Google Adwords and Yahoo Overture Action Research Evaluation

By Jimmy Ghinis

Academic book turns into a popular book read.

Artificial, linkage and conversion analysis. One of the three
is demonstrated to be the most important.

30 day tracking visitor period versus 24 hour period that Ad Firms stipulate. What can happen in the next 29 days is demonstrated.

Find out real hidden characteristics only artificial visitors have and learn how to combat them.

Inventory of clicks of how many clicks locally register versus the Ad Firms and why missing clicks occur.

Untargeted advertising is almost as good as targeted advertising with demonstrations.

Tag detection techniques shown which can evaluate CPC advertising.

Jimmy Ghinis has a Master of Science Degree from the University of Liverpool. His first thesis written was Data Mining Techniques for evaluating Cost Per Click Website Advertising. Google Adwords and Yahoo Overture was evaluated in his action research and there he achieved his MSC degree.

• Language: English
• Publisher: Jimmy Ghinis
• Release date: Feb 6, 2020
• ISBN: 9780359464166

Jimmy Ghinis

Every ten years of my life something special happens and I end up with great knowledge that needs to be written in a book. The last two years and last decade are published books of my work. There was even before that political campaigning would have been my third book. I struggled my whole life in belief and now know the answers to all the mysterious questions of life after death. An oldie but good book free read in parapsychology is Dr. Joseph Murphy Power Of Your Subconscious Mind. Anything in life that is rare and consistent is always a good book to write and also read.

Book preview

Secret Techniques For Evaluating

(CPC) Cost Per Click

Advertising

Jimmy Ghinis MSC.

Google Adwords and Yahoo Overture Action Research Evaluation

Copyright 2019 © Jimmy Ghinis

All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage or retrieval system, without the prior written consent of the authors.

Original work with the exception of the maps first Submitted to The University of Liverpool.

First Published February 2019, KDP Publishing Edition

ABSTRACT

Secret Techniques For Evaluating (CPC) Cost Per Click Advertising

By

Jimmy Ghinis MSC.

The Internet advertising market has grown enormously in recent years. Search engine providers have launched campaigns to aggressively sign up many web sites as affiliates to participate with CPC advertising revenue sharing and as a result many affiliates are signing up causing an exponential advertising growth to occur.

Data mining techniques have existed for optimizing advertisement campaigns to their full potential. Search engine providers haven’t provided all of the essential techniques for their advertisers to make a proper analytical decision in optimizing CPC ad campaigns.

The search engine CPC advertisement industry was the appropriate place to test the proposed data mining system. There are only two big brand players that are very well known to the public however there are also many small ones that rely entirely on their affiliates to produce advertisement revenue. A comparison analysis of the three search engine providers that were tested revealed that none of them had all three analytical components and their attributes that would be required for better CPC ad campaign decision making.

A test web site was designed to include all of the three components and their attributes for analysis. To test the viability of the data mining system model, the site was tested and compared with three search engine CPC providers, each with different analytical components and attributes in CPC ad campaign decision making. The results of the comparison agreed with the proposed data mining system model that CPC optimization would be achievable than otherwise would not be through the three search engine provider’s Analytics.

Keyword selection played a vital role in generating optimal conversion results however carefully selected keywords that were unrelated to the web site would produce second best results.

Two unexpected discoveries were revealed in the results. The first was the tag loading detection used in cookie and ip session linkage analysis. This discovery lead to a possible method of detecting artificial visitors to the web site. This could also be used as a measurement of the quality presentation of the web site to visitors in general. The second unexpected discovery was of a recorded action of an artificial visitor intention that was used for artificial visitor analysis. The actions of this visitor would be a clear indication on how poorly written scripts could compromise web sites.

TABLE OF CONTENTS

Chapter 1: Introduction

Chapter 2: Literature Review

Chapter 3: Data Mining Interpretation & Optimization Model

Chapter 4: Design and Implementation

4.1 Background

4.2 Design Phase

4.3 Implementation Phase

Chapter 5: Analysis

5.1 Artificial Analysis

5.2 Linkage Analysis

5.3 Conversion Analysis

5.4 EPIGNOSIS vs Google, Yahoo and 7search Analytics

5.5 Limitations

Chapter 6: Summary And Conclusions

6.1 Project Summary

6.2 Conclusions

6.3 Future Research

References Cited

Appendix A

LIST OF TABLES

Table 1.0 - Cookie and IP Linkage of Tracked Visitors and Linkage Failures

Table 2.0 - Ad firms of registered clicks and costs

Table 2.1 - Registered Tracked Visitors + CPCREPEATS = Total Clicks

Table 2.2 - Registered Tracked Visitors that bounced from the main web page

Table 2.3 - Registered Tracked Visitors that signed up for an account

LIST OF FIGURES

Figure 1.0 - Data Mining Interpretation & Optimization Model (DMIO)

Figure 2.0 - Web Page Diagram

Figure 2.1 - Design Layout

Figure 2.2 - ERD of the EPIGNOSIS data mining system

Figure 3.0 - Hidden Web Page Visitors

Figure 3.1 - ISP Poll Map of GEO Coordinate Repeats

Figure 3.2 - ISP Poll Map of GEO Repeats & Gif Unloads

Figure 4.0 - ISP Poll Map of GEO Repeats & Bounces

Figure 4.1 - ISP Poll Map of All Visitors That Signed Up

CHAPTER 1

Introduction

It is expected that there will be a continuous growth in the online ad market industry. Many web sites have continued to join the bandwagon by placing advertisement links via search engine providers. A report from Forrester Research in the US (Forrester Research,