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Keywords in Ads: public lecture of Jim Jensen from Pennsylvania State University at HSE

Professor of Information Technology Jim Jensen from Pennsylvania State University, USA, gave a public lecture at Sociology Department of Higher School of Economics in Saint-Petersburg. He told about online marketing, in particular the study of such phenomena as targeted advertising, advertising it as " keyword » - "keyword advertising". The lecture was organized by the Laboratory Internet research HSE (LINIS, St.Petersburg ).

Professor of Information Technology Jim Jensen from Pennsylvania State University, USA, gave a public lecture at Sociology Department of Higher School of Economics in Saint-Petersburg. He told about online marketing, in particular the study of such phenomena as targeted advertising, advertising it as " keyword » - "keyword advertising". The lecture was organized by the Laboratory Internet research HSE (LINIS, St.Petersburg).

Prof. Jensen talked about the importance of advertising in the search engines and its influence on the growth of online sales. Jensen stressed that In today's world almost everyone of us faces the online search sooner or later where we face a huge amount of various ads thrown by search engines results pages actively. According to statistics, Russia is one of the most active countries in the number of purchases.

Jim Jensen also underline that advertising which is when search engines give ads by keyword in the query and redirect the user to the advertiser's site is the most developing and bringing really big income. Therefore,  ‘key word’ advertising " brought for Google $60 billion last year and for Yandex more than $350 million.

Professor Jensen is exploring psychological effects on the popularity of certain references, and also study relations between the assessment results of the search engines and the popularity of a brand and other aspects that affect the level of profits that accrue to advertisers through advertising related to the key phrase searches.

One of the main aspect of work of Prof. Jensen is study demographic targeting - conditions under which certain advertising demonstrates a certain gender group if a search query may be attributed to any of them. In his study, Professor Jensen identifies seven types of gender: three "male" requests (most men, male, trending toward men), three types of "female" requests (most women, female, trending toward female) and neutral kind of request. Through a series of studies using different methods Prof. Jensen concludes that, despite the fact that most of the advertisers are willing to pay significantly more conditional on the implementation of demographic targeting, this concept is absolutely useless. Greatest profit, according to research by Jensen showed exactly those questions where the floor is a potential buyer can not be evaluated.

At the end of the lecture, Prof. Jensen underlined once again the importance of the topic of research resulting in a compelling argument proving that today it is difficult to find any area of ​​business that does not use this type of advertising.