Real Estate Relativity

This research paper investigated how specific keyword characteristics affect click-through rates. By modeling a set of keywords in a pay-per-click environment, the researchers found that searches conducted by brand-loyal consumers, typified by “retailer-name” searches, had the highest predictive value relative to click-through rates. The researchers noted that when consumers searched for specific brand names, however, click-through rates on paid searches were not as easy to predict. The researchers surmised that this is because consumers were more likely conducting “competitive” searches–surveying the market–and were not swayed by clever calls to action but focused more on securing the lowest price.