【作者】 陈磊； 茹立云； 马少平；

【Author】 Chen Lei Ru Liyun Ma Shaoping State Key Lab of Intelligent Technology and Systems,Tsinghua State Lab of Information Science and Technology Department of Computer Seience and Technology,Tsinghua University,Beijing 100084

【机构】 智能技术与系统国家重点实验室清华信息科学与技术国家实验室,清华大学计算机系；

【摘要】 随着搜索引擎市场的飞速发展,竞价排名广告以其有效、低风险、灵活等特点逐渐受到中小企业用户的青睐,成为搜索引擎稳定的收益增长点。然而竞价排名广告是否会影响用户体验,从而削弱其宣传效果并且影响用户对于搜索引擎的忠实度成为了企业及搜索引擎所担忧的问题。本文从网络用户日志中挖掘出了网络用户对于广告的实际交互行为,并给出了各大搜索引擎竞价排名广告方面的统计数据。对于企业用户如何更有效地利用竞价排名广告以及搜索引擎如何平衡广告的经济效益和用户体验之间的关系都有较高的指导意义。更多还原

【Abstract】 With the explosive growth of information available on the Web,more and more users adopt search engines to collection information on the internet.Meanwhile,sponsored search has become one of the most popular forms of Internet advertising because of its effectiveness and feasibility.However,it remains questions to us whether the sponsored search results become obstacles in users’ information acquisition process.With analysis into large scale Web user access logs,we obtained several Chinese commercial search engines’ sponsored search statistics.We also look into users’ interaction behavior with sponsored search results and find out that search engine is hardly affected by sponsored search in meeting users’ information needs.更多还原