Paid Search Advertising

2017 ◽  
Author(s):  
Rajkumar Venkatesan ◽  
Shea Gibbs
Keyword(s):  
Search Advertising ◽  
Paid Search ◽  
Paid Search Advertising

A Model of Individual Keyword Performance in Paid Search Advertising

2007 ◽  
Author(s):  
Oliver J. Rutz ◽  
Randolph E. Bucklin
Keyword(s):  
Search Advertising ◽  
Paid Search ◽  
Paid Search Advertising

scholarly journals From Generic to Branded: A Model of Spillover in Paid Search Advertising

2011 ◽  
Vol 48 (1) ◽  
pp. 87-102 ◽  
Author(s):  
Oliver J. Rutz ◽  
Randolph E. Bucklin
Keyword(s):  
Search Advertising ◽  
Paid Search ◽  
Paid Search Advertising

A Latent Instrumental Variables Approach to Modeling Keyword Conversion in Paid Search Advertising

2012 ◽  
Vol 49 (3) ◽  
pp. 306-319 ◽  
Author(s):  
Oliver J. Rutz ◽  
Randolph E. Bucklin ◽  
Garrett P. Sonnier
Keyword(s):  
Instrumental Variables ◽  
Search Advertising ◽  
Paid Search ◽  
Instrumental Variables Approach ◽  
Paid Search Advertising

A cross-industry analysis of the spillover effect in paid search advertising

2013 ◽  
Vol 23 (3) ◽  
pp. 205-216 ◽  
Author(s):  
Florian Nottorf ◽  
Burkhardt Funk
Keyword(s):  
Spillover Effect ◽  
Industry Analysis ◽  
Search Advertising ◽  
Paid Search ◽  
Paid Search Advertising

Paid Search Advertising

2021 ◽  
pp. 149-174
Keyword(s):  
Search Advertising ◽  
Paid Search ◽  
Paid Search Advertising

From keyword to keywords: the role of keyword portfolio variety and disparity in product sales

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xia Cao ◽  
Zhi Yang ◽  
Feng Wang ◽  
Chongyu Lu ◽  
Yueyan Wu
Keyword(s):  
Mobile Devices ◽  
Negative Binomial ◽  
Relative Effectiveness ◽  
Mobile Environment ◽  
Content Type ◽  
Search Advertising ◽  
Positive Effects ◽  
Paid Search ◽  
Negative Effect ◽  
Paid Search Advertising

PurposeThis study investigates the effect of keyword portfolio characteristics on sales in paid search advertising. The authors propose two keyword portfolio characteristics (variety and disparity) and examine the effects of portfolio variety and portfolio disparity on direct and indirect sales in both PC and mobile environment.Design/methodology/approachBy conducting a field study at a large e-commerce platform, the authors use a negative binomial model to develop empirical findings that provide insights into paid search advertising strategies.FindingsFor main effect, (1) portfolio variety has a negative effect on direct sales. However, (2) portfolio disparity has positive effects on both direct and indirect sales. Advertising channels influence the contribution of keyword portfolio to sales. (3) On mobile devices, portfolio variety positively affects both direct and indirect sales. However, portfolio disparity negatively affects both direct and indirect sales. (4) On PCs, portfolio variety negatively affects both direct and indirect sales. However, portfolio disparity positively affects both direct and indirect sales on PC.Practical implicationsThe findings provide advertisers with insights into how to manage keyword portfolio between mobile devices and PCs.Originality/valueThe current study shifts the attention from keyword to keywords (keyword portfolio), which extends the paid search literature. Moreover, it also contributes to the literature by comparing the relative effectiveness of mobile and PC search advertising.

EFFECTIVE PAID SEARCH ADVERTISING STRATEGIES FOR SMALL AND MEDIUM-SIZED BUSINESSES WITH LIMITED BUDGET

2020 ◽  
Vol 2020 ◽  
pp. 1321-1327
Author(s):  
Sungha Jang ◽  
◽  
Alex Kim ◽  
Jiho Yoon
Keyword(s):  
Search Advertising ◽  
Limited Budget ◽  
Paid Search ◽  
Advertising Strategies ◽  
Paid Search Advertising

Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?

2011 ◽  
Vol 30 (4) ◽  
pp. 646-665 ◽  
Author(s):  
Oliver J. Rutz ◽  
Michael Trusov ◽  
Randolph E. Bucklin
Keyword(s):  
Indirect Effects ◽  
Search Advertising ◽  
Paid Search ◽  
Paid Search Advertising

Attribution Strategies and Return on Keyword Investment in Paid Search Advertising

2016 ◽  
Vol 35 (6) ◽  
pp. 831-848 ◽  
Author(s):  
Hongshuang (Alice) Li ◽  
P. K. Kannan ◽  
Siva Viswanathan ◽  
Abhishek Pani
Keyword(s):  
Search Advertising ◽  
Paid Search ◽  
Paid Search Advertising
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