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

Citations

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Cited by:

  1. Navdeep S. Sahni, 2015. "Effect of temporal spacing between advertising exposures: Evidence from online field experiments," Quantitative Marketing and Economics (QME), Springer, vol. 13(3), pages 203-247, September.
  2. Abou Nabout, Nadia & Skiera, Bernd, 2012. "Return on Quality Improvements in Search Engine Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(3), pages 141-154.
  3. Savannah Wei Shi & Michael Trusov, 2021. "The Path to Click: Are You on It?," Marketing Science, INFORMS, vol. 40(2), pages 344-365, March.
  4. Kinshuk Jerath & Liye Ma & Young-Hoon Park & Kannan Srinivasan, 2011. "A "Position Paradox" in Sponsored Search Auctions," Marketing Science, INFORMS, vol. 30(4), pages 612-627, July.
  5. Bradlow, Eric T. & Gangwar, Manish & Kopalle, Praveen & Voleti, Sudhir, 2017. "The Role of Big Data and Predictive Analytics in Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 79-95.
  6. Navdeep Sahni, 2015. "Effect of temporal spacing between advertising exposures: Evidence from online field experiments," Quantitative Marketing and Economics (QME), Springer, vol. 13(3), pages 203-247, September.
  7. Haoyan Sun & Ming Fan & Yong Tan, 2020. "An Empirical Analysis of Seller Advertising Strategies in an Online Marketplace," Information Systems Research, INFORMS, vol. 31(1), pages 37-56, March.
  8. Andrey Simonov & Shawndra Hill, 2021. "Competitive Advertising on Brand Search: Traffic Stealing and Click Quality," Marketing Science, INFORMS, vol. 40(5), pages 923-945, September.
  9. Klapdor, Sebastian & Anderl, Eva M. & von Wangenheim, Florian & Schumann, Jan H., 2014. "Finding the Right Words: The Influence of Keyword Characteristics on Performance of Paid Search Campaigns," Journal of Interactive Marketing, Elsevier, vol. 28(4), pages 285-301.
  10. Darius Schlangenotto & Martin Poniatowski & Dennis Kundisch, 2018. "What Drives Paid Search Success: A Systematic Literature Review," Working Papers Dissertations 31, Paderborn University, Faculty of Business Administration and Economics.
  11. Tesary Lin & Sanjog Misra, 2022. "Frontiers: The Identity Fragmentation Bias," Marketing Science, INFORMS, vol. 41(3), pages 433-440, May.
  12. Anderl, Eva & Schumann, Jan Hendrik & Kunz, Werner, 2016. "Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach for Customer Journeys," Journal of Retailing, Elsevier, vol. 92(2), pages 185-203.
  13. Symitsi, Efthymia & Markellos, Raphael N. & Mantrala, Murali K., 2022. "Keyword portfolio optimization in paid search advertising," European Journal of Operational Research, Elsevier, vol. 303(2), pages 767-778.
  14. Xiaomeng Du & Meng Su & Xiaoquan (Michael) Zhang & Xiaona Zheng, 2017. "Bidding for Multiple Keywords in Sponsored Search Advertising: Keyword Categories and Match Types," Information Systems Research, INFORMS, vol. 28(4), pages 711-722, December.
  15. Xingyue Zhang & Yuliang Yao, 2020. "How Much is Too Much? The Effect of Offline Call Intensity on Online Purchase of Digital Services," Production and Operations Management, Production and Operations Management Society, vol. 29(3), pages 509-525, March.
  16. Michael Trusov & Liye Ma & Zainab Jamal, 2016. "Crumbs of the Cookie: User Profiling in Customer-Base Analysis and Behavioral Targeting," Marketing Science, INFORMS, vol. 35(3), pages 405-426, May.
  17. Darius Schlangenotto & Dennis Kundisch & Nancy V. Wünderlich, 2018. "Is paid search overrated? When bricks-and-mortar-only retailers should not use paid search," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(4), pages 407-421, November.
  18. Méndez-Suárez, Mariano & Monfort, Abel, 2020. "The amplifying effect of branded queries on advertising in multi-channel retailing," Journal of Business Research, Elsevier, vol. 112(C), pages 254-260.
  19. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
  20. Gelper, Sarah & Stremersch, Stefan, 2014. "Variable selection in international diffusion models," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 356-367.
  21. Mengzhou Zhuang & Eric (Er) Fang & Jongkuk Lee & Xiaoling Li, 2021. "The Effects of Price Rank on Clicks and Conversions in Product List Advertising on Online Retail Platforms," Information Systems Research, INFORMS, vol. 32(4), pages 1412-1430, December.
  22. Anoek Castelein & Dennis Fok & Richard Paap, 2019. "Dynamics in clickthrough and conversion probabilities of paid search advertisements," Tinbergen Institute Discussion Papers 19-056/III, Tinbergen Institute.
  23. Kim, Alex Jiyoung & Jang, Sungha & Shin, Hyun S., 2021. "How should retail advertisers manage multiple keywords in paid search advertising?," Journal of Business Research, Elsevier, vol. 130(C), pages 539-551.
  24. Bernd Skiera & Nadia Abou Nabout, 2013. "Practice Prize Paper ---PROSAD: A Bidding Decision Support System for Profit Optimizing Search Engine Advertising," Marketing Science, INFORMS, vol. 32(2), pages 213-220, March.
  25. Bitty Balducci & Detelina Marinova, 2018. "Unstructured data in marketing," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 557-590, July.
  26. Elias Deutscher, 2022. "Brand bidding restraints revisited – What is the appropriate economic and legal framework for the antitrust analysis of vertical online search advertising restraints?," Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) 2021-09, Centre for Competition Policy, University of East Anglia, Norwich, UK..
  27. Woochoel Shin, 2015. "Keyword Search Advertising and Limited Budgets," Marketing Science, INFORMS, vol. 34(6), pages 882-896, November.
  28. Yalcinkaya, Goksel & Aktekin, Tevfik & Yeniyurt, Sengun, 2020. "Out with the old: A Bayesian approach to estimating product modification rates," Journal of Business Research, Elsevier, vol. 118(C), pages 141-149.
  29. Weiquan Wang & Jingjun (David) Xu & May Wang, 2018. "Effects of Recommendation Neutrality and Sponsorship Disclosure on Trust vs. Distrust in Online Recommendation Agents: Moderating Role of Explanations for Organic Recommendations," Management Science, INFORMS, vol. 64(11), pages 5198-5219, November.
  30. Tesary Lin & Sanjog Misra, 2020. "The Identity Fragmentation Bias," Papers 2008.12849, arXiv.org, revised Feb 2021.
  31. Lee, Ju-Yeon & Fang, Eric & Kim, Jisu J. & Li, Xiaoling & Palmatier, Robert W., 2018. "The Effect of Online Shopping Platform Strategies on Search, Display, and Membership Revenues," Journal of Retailing, Elsevier, vol. 94(3), pages 247-264.
  32. Selçuk, B. & Özlük, Ö., 2013. "Optimal keyword bidding in search-based advertising with target exposure levels," European Journal of Operational Research, Elsevier, vol. 226(1), pages 163-172.
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