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The power of reach and frequency in the age of digital advertising : offline and online media demand different metrics
Cheong, Yunjae; De Gregorio, Federico; Kim, Kihan - In: Journal of advertising research 50 (2010) 4, pp. 403-415
Persistent link: https://www.econbiz.de/10008857207
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A large-scale field experiment to evaluate the effectiveness of paid search advertising
Coviello, Lorenzo; Genîzî, Ûrî; Götte, Lorenz - 2017
Companies spend billions of dollars online for paid links to branded search terms. Measuring the effectiveness of this marketing spending is hard. Blake, Nosko and Tadelis (2015) ran an experiment with eBay, showing that when the company suspended paid search, most of the traffic still ended up...
Persistent link: https://www.econbiz.de/10011735935
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Analyzing the relationship between organic and sponsored search advertising : positive, negative, or zero interdependence?
Yang, Sha; Ghose, Anindya - In: Marketing science 29 (2010) 4, pp. 602-623
Persistent link: https://www.econbiz.de/10008652635
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Measuring the lifetime value of customers acquired from Google Search advertising
Chan, Tat Y.; Wu, Chunhua; Xie, Ying - In: Marketing science 30 (2011) 5, pp. 837-850
Persistent link: https://www.econbiz.de/10009384013
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Modeling indirect effects of paid search advertising : which keywords lead to more future visits?
Rutz, Oliver J.; Trusov, Michael; Bucklin, Randolph E. - In: Marketing science 30 (2011) 4, pp. 646-665
Persistent link: https://www.econbiz.de/10009299478
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Bidding of the buying funnel for sponsored search and keyword advertising
Jansen, Bernard J. - In: Journal of electronic commerce research : JECR 12 (2011) 1, pp. 1-18
Persistent link: https://www.econbiz.de/10009295582
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A large-scale field experiment to evaluate the effectiveness of paid search advertising
Coviello, Lorenzo; Genîzî, Ûrî; Götte, Lorenz - 2017
Persistent link: https://www.econbiz.de/10011741631
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A dynamic model of sponsored search advertising
Yao, Song; Mela, Carl F. - In: Marketing science 30 (2011) 3, pp. 447-468
Persistent link: https://www.econbiz.de/10009160794
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Empirical price modeling for sponsored search
Ganchev, Kuzman; Kulesza, Alex; Tan, Jinsong; Gabbard, Ryan - In: Internet and network economics : third international …, (pp. 541-548). 2007
Persistent link: https://www.econbiz.de/10003651052
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Search Engines Searching for Trouble? Comparing Search Engine Operator Responsibility for Competitive Keyword Advertising Under EU and US Trademark Law
Kulk, Stefan - 2013
competitive keyword advertising. EU and US courts have taken a different approach to search engine operator liability for such …
Persistent link: https://www.econbiz.de/10014178613