performance indicators in search engine advertising namely click-through-rates, cost-per-click, conversion-rates, and cost … by conducting a field experiment on a major web search engine. Our analysis of the provided dataset shows that click-through-rates … and cost-per-click are negatively correlated with the ad position i.e., the topmost ad position has higher click-through-rates …

decrease as click–through rates increase. Interestingly, under optimal reserve prices, revenue increases with the click–through … rates of all positions. Further, we prove that no inefficient equilibrium of the GSP can be symmetric. Our results are in …