Analysis Of Search Engine Advertisement Effect Based On Statistical Model

In recent years, with the development of online advertisements, search enginemarketing also has a rapid development, which makes the demand for search engineadvertisement effect evaluation of advertisers is becoming more and more urgent. But thedomestic research of search engine advertisement effect is still in groping stage, and theeffect evaluation of this aspect is still very imperfection, which has’t formed a relativelycomprehensive system.In this case, this article is an attempt to do some research onsearch engine advertisement effect evaluation. Search engine advertisement have a lot ofimportant indicators. To some extent, all of the indicators can measure the value ofadvertisement.But the study on the influence factors of search engine advertisementrevenue and a model for the evaluation of the income effect has real significance.With the help of statistical software SPSS and SAS, this article chooses the keyword“hotel reservation” from a tourist site to build a reasonable evaluation model for searchengine advertisement effect. The model is established based on the research and analysisof the theory of search engine advertisement and the advertisement platform feedbackindex, like average ranking, impression, click,finds out the main factors which influencedthe effect of search engine advertisement revenue with the statistical correlation analysis,and on this basis, constructs the evaluation model with the statistical analysis of theprincipal component analysis (PCA). Then the article does the evaluation on searchengine advertisement effect for the same keyword in different time according to this model.The article uses the mean double sample T test of hypothesis to cut out the influence onthe revenue effect caused by different keywords, which made the model more reasonable.The search engine advertisement effect evaluation model has certain enlighteningand guiding significance for advertisers, help them to grasp the marketing effect ofadvertisement, and provide effective basis for adjustment of advertising solutions later.