Limitation and Future Work

Some different adaptations, tests, comparisons, and analysis have been left for the future due to the time limit and resource constraints. First, our regression models focus on the relationship between each independent variable (keyword attribute) and the dependent variable (performance measurement), which is the main effect. Among the keyword attributes, we are aware that the independent variables might interact with each other in a more complex reality. Therefore, the interaction effects can be taken into account when conducting the further analyses.

Secondly, user behavior, such as bounce rate or re-visit, can be affected by the website content, interface design, loading time, or other experience. In our discussion, we solely focus on the keywords that the users click on, and we believe that reflects user’s intention at the moment, but we are also aware of the limitation; hence, we can further conclude the analysis of website content, such as user research, eye tracking heatmaps, etc.

In terms of research resource, with access to more data, we can try to discover measurements that interpret the relation between keyword advertising and the referral

behavior or the referral outcome. In addition, in our case study, there is only one goal,

“donation process completion”, set in Google Analytics. With more goals designed, such as “newsletter subscription” or “media kit download”, we can have a broader view on the overall marketing performance.

Lastly, we have identified the potential influential keyword attributes in the

empirical analysis. Based on our suggestions, we can conduct follow-up experiments by changing keyword strategy and carrying out continuous A/B tests, and thus verify the research findings.

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