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Intelligent Online Marketing: Predicting Conversion Rate Of New Keywords
Uppsala University, Disciplinary Domain of Science and Technology, Mathematics and Computer Science, Department of Information Technology.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis looks at the problem of predicting conversion rate of keywords in Google Adwords where little or no data for the keyword is available. Several methods are investigated and tested on data belonging to three different real world clients. The methods try to predict the conversion rate only given the keyword text. All methods are compared, using two different evaluation methods, with results showing good potential. Finally further improvements are suggested that could have a big impact on the results.

Place, publisher, year, edition, pages
IT, 13 055
National Category
Engineering and Technology
URN: urn:nbn:se:uu:diva-208525OAI: diva2:652916
Educational program
Bachelor Programme in Computer Science
Available from: 2013-10-02 Created: 2013-10-02 Last updated: 2013-12-02Bibliographically approved

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