Competitive Advertising on Brand Search: Traffic Stealing and Click Quality

Andrey Simonov; Shawndra Hill

doi:10.1287/mksc.2021.1289

Competitive Advertising on Brand Search: Traffic Stealing and Click Quality

Marketing Science ◽

10.1287/mksc.2021.1289 ◽

2021 ◽

Vol 40 (5) ◽

pp. 923-945

Author(s):

Andrey Simonov ◽

Shawndra Hill

Keyword(s):

Sponsored Search

Competitive advertising on brand keywords of rivals in sponsored search is effective in generating traffic, if rivals do not defend their traffic.

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Deal-Seeking Versus Brand-Seeking: Search Behaviors and Purchase Propensities in Sponsored Search Platforms

MIS Quarterly ◽

10.25300/misq/2016/40.1.08 ◽

2016 ◽

Vol 40 (1) ◽

pp. 187-203 ◽

Cited By ~ 11

Author(s):

Il Im ◽

◽

Jongkun Jun ◽

Wonseok Oh ◽

Seok-Oh Jeong ◽

...

Keyword(s):

Sponsored Search ◽

Search Behaviors

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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 ◽

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

SSRN Electronic Journal ◽

10.2139/ssrn.2585593 ◽

2104 ◽

Cited By ~ 1

Author(s):

Wilfred Amaldoss ◽

Kinshuk Jerath ◽

Amin Sayedi

Keyword(s):

Sponsored Search ◽

Search Advertising ◽

Understanding Consumer Behavior for Sponsored Search

Understanding Sponsored Search ◽

10.1017/cbo9780511997686.007 ◽

2011 ◽

pp. 84-109

Author(s):

Jim Jansen

Keyword(s):

Consumer Behavior ◽

Sponsored Search

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Private Data Manipulation in Optimal Sponsored Search Auction

Proceedings of The Web Conference 2020 ◽

10.1145/3366423.3380023 ◽

2020 ◽

Cited By ~ 1

Author(s):

Xiaotie Deng ◽

Tao Lin ◽

Tao Xiao

Keyword(s):

Sponsored Search ◽

Data Manipulation ◽

The Role of Relevance in Sponsored Search

Proceedings of the 25th ACM International on Conference on Information and Knowledge Management - CIKM '16 ◽

10.1145/2983323.2983840 ◽

2016 ◽

Cited By ~ 4

Author(s):

Luca Aiello ◽

Ioannis Arapakis ◽

Ricardo Baeza-Yates ◽

Xiao Bai ◽

Nicola Barbieri ◽

...

Keyword(s):

Sponsored Search

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Multiple Keywords Model on Sponsored Search Auction

2011 7th International Conference on Wireless Communications, Networking and Mobile Computing ◽

10.1109/wicom.2011.6040650 ◽

2011 ◽

Author(s):

Yan Li ◽

Songtao Liang ◽

Tao Zhang

Keyword(s):

Sponsored Search ◽

Exploring the Factors Influencing Users' Acceptance of Sponsored Search

2011 Fifth International Conference on Management of e-Commerce and e-Government ◽

10.1109/icmecg.2011.20 ◽

2011 ◽

Author(s):

Zheng Lin

Keyword(s):

Sponsored Search ◽

Factors Influencing

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Global Optimization for Advertisement Selection in Sponsored Search

Journal of Computer Science and Technology ◽

10.1007/s11390-015-1523-4 ◽

2015 ◽

Vol 30 (2) ◽

pp. 295-310 ◽

Cited By ~ 3

Author(s):

Qing Cui ◽

Feng-Shan Bai ◽

Bin Gao ◽

Tie-Yan Liu

Keyword(s):

Global Optimization ◽

Sponsored Search

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Ranking and tradeoffs in sponsored search auctions

Proceedings of the fourteenth ACM conference on Electronic commerce - EC '13 ◽

10.1145/2492002.2482568 ◽

2013 ◽

Cited By ~ 8

Author(s):

Bem Roberts ◽

Dinan Gunawardena ◽

Ian A. Kash ◽

Peter Key

Keyword(s):

Sponsored Search ◽