Investigating the Spillover Effect of Keyword Market Entry in Sponsored Search Advertising

Marketing Science ◽

10.1287/mksc.2017.1053 ◽

2017 ◽

Vol 36 (6) ◽

pp. 976-998 ◽

Author(s):

Shijie Lu ◽

Sha Yang

Keyword(s):

Market Entry ◽

Spillover Effect ◽

Sponsored Search ◽

Search Advertising ◽

Sponsored Search Advertising

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Investigating the Spillover Effect of Keyword Market Entry in Sponsored Search Advertising

SSRN Electronic Journal ◽

10.2139/ssrn.2893458 ◽

2017 ◽

Author(s):

Shijie Lu ◽

Sha Yang

Keyword(s):

Market Entry ◽

Spillover Effect ◽

Sponsored Search ◽

Search Advertising ◽

Sponsored Search Advertising

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The Complex Dynamics of Sponsored Search Advertising Markets

SSRN Electronic Journal ◽

10.2139/ssrn.1433030 ◽

2009 ◽

Author(s):

Valentin Robu ◽

J. A. La Poutre ◽

Sander Bohte

Keyword(s):

Complex Dynamics ◽

Sponsored Search ◽

Search Advertising ◽

Sponsored Search Advertising

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Keyword Management Costs and 'Broad Match' in Sponsored Search Advertising

SSRN Electronic Journal ◽

10.2139/ssrn.2585593 ◽

2104 ◽

Author(s):

Wilfred Amaldoss ◽

Kinshuk Jerath ◽

Amin Sayedi

Keyword(s):

Sponsored Search ◽

Search Advertising ◽

Sponsored Search Advertising

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Multiple keywords management in sponsored search advertising with interrelated consumer clicks

Journal of Business Research ◽

10.1016/j.jbusres.2021.11.015 ◽

2021 ◽

Author(s):

Sungha Jang ◽

Alex Jiyoung Kim ◽

Jiho Yoon

Keyword(s):

Sponsored Search ◽

Search Advertising ◽

Sponsored Search Advertising

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Efficient Learning to Learn a Robust CTR Model for Web-scale Online Sponsored Search Advertising

10.1145/3459637.3481912 ◽

2021 ◽

Author(s):

Xin Wang ◽

Peng Yang ◽

Shaopeng Chen ◽

Lin Liu ◽

Lian Zhao ◽

...

Keyword(s):

Sponsored Search ◽

Learning To Learn ◽

Search Advertising ◽

Sponsored Search Advertising ◽

Efficient Learning

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Exclusive Display in Sponsored Search Advertising

SSRN Electronic Journal ◽

10.2139/ssrn.1831744 ◽

2011 ◽

Author(s):

Kinshuk Jerath ◽

Amin Sayedi

Keyword(s):

Sponsored Search ◽

Search Advertising ◽

Sponsored Search Advertising

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The Challenge of a Prominent Position: Decomposing Shopping Goals in Sponsored Search Advertising

Journal of Advertising ◽

10.1080/00913367.2021.1961646 ◽

2021 ◽

pp. 1-18

Author(s):

Qing Huang ◽

Bingjia Shao ◽

Xiaoling Li ◽

Tao He ◽

Juanyi (Sunny) Liu ◽

...

Keyword(s):

Sponsored Search ◽

Search Advertising ◽

Sponsored Search Advertising ◽

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Brand Names as Keywords in Sponsored Search Advertising

Communications of the Association for Information Systems ◽

10.17705/1cais.02706 ◽

2010 ◽

Vol 27 ◽

Author(s):

Mark A. Rosso ◽

Bernard J. Jansen

Keyword(s):

Brand Names ◽

Sponsored Search ◽

Search Advertising ◽

Sponsored Search Advertising

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Location-Based Sponsored Search Advertising

Advances in Spatial and Temporal Databases - Lecture Notes in Computer Science ◽

10.1007/978-3-642-40235-7_20 ◽

2013 ◽

pp. 348-366 ◽

Author(s):

George Trimponias ◽

Ilaria Bartolini ◽

Dimitris Papadias

Keyword(s):

Sponsored Search ◽

Search Advertising ◽

Sponsored Search Advertising

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Algorithmic Methods for Sponsored Search Advertising

Performance Modeling and Engineering ◽

10.1007/978-0-387-79361-0_4 ◽

2008 ◽

pp. 91-122 ◽

Author(s):

Jon Feldman ◽

S. Muthukrishnan

Keyword(s):

Sponsored Search ◽

Search Advertising ◽

Sponsored Search Advertising

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