As Internet advertising infomediaries nowadays provide rich competition information, sponsored search advertisers are becoming more strategic when selecting keywords. This paper empirically examines the spillover effects in advertisers' keyword market entry decisions, that is, how an...

The phenomenon of paid search advertising has now become the most predominant form of online advertising in the marketing world. However, we have little understanding of the impact of search engine advertising on consumers' responses in the presence of organic listings of the same firms. In this...

The phenomenon of sponsored search advertising – where advertisers pay a fee to Internet search engines to be displayed alongside organic (non-sponsored) web search results – is gaining ground as the largest source of revenues for search engines. Using a unique 6 month panel dataset of...

A unique aspect of sponsored search advertising is that it allows firms to track what products consumers initially search for and what products they eventually buy after visiting their website – something that is typically hard to acquire in physical world settings. Based on a unique dataset...

Using data from "WebsiteX", one of the largest online marketplaces in the world, we estimate a structural model of sponsored search auctions where bidders have heterogeneous click-through curves. Unlike earlier studies, our model accommodates two stylized empirical facts: the advertiser...