#5303. Understanding online users by segmenting their search keywords: empirical analysis from online auto insurance search advertising

August 2026publication date
Proposal available till 12-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Communication;
Marketing;
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Abstract:
Online search advertising is an important market considering its size and future growth potential. However, many marketers have not systematically employed the online search keywords data in developing efficient online search advertisements. While previous studies showed that search keywords can deliver intent of online users, to our knowledge, there have been few studies that empirically predict and analyze the behaviour of online users by segmenting their search keywords. Given this gap, this research contributes to online search advertising literature by examining segment-specific differences in terms of online users’ behaviours and advertisers’ costs. By using text analysis, we classify 9,355 search keywords from a major online auto insurance company in South Korea into four segments.
Keywords:
advertising return; online auto insurance; online purchase decision process; search advertising; Segmenting search keywords; text analysis

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