A Large-Scale Field Experiment to Evaluate the Effectiveness of Paid Search Advertising
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- Lorenzo Coviello & Uri Gneezy & Lorenz Götte, 2017. "A Large-Scale Field Experiment to Evaluate the Effectiveness of Paid Search Advertising," CESifo Working Paper Series 6684, CESifo.
References listed on IDEAS
- Thomas Blake & Chris Nosko & Steven Tadelis, 2015.
"Consumer Heterogeneity and Paid Search Effectiveness: A Large‐Scale Field Experiment,"
Econometrica, Econometric Society, vol. 83, pages 155-174, January.
- Tom Blake & Chris Nosko & Steven Tadelis, 2014. "Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment," NBER Working Papers 20171, National Bureau of Economic Research, Inc.
- Randall Lewis & David Reiley, 2014. "Advertising Effectively Influences Older Users: How Field Experiments Can Improve Measurement and Targeting," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 147-159, March.
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Cited by:
- Motta, Massimo & Penta, Antonio, 2022.
"Market Effects of Sponsored Search Auctions,"
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22-1370, Toulouse School of Economics (TSE).
- Motta, Massimo & Penta, Antonio, 2022. "Market Effects of Sponsored Search Auctions," CEPR Discussion Papers 17401, C.E.P.R. Discussion Papers.
- Massimo Motta & Antonio Penta, 2022. "Market Effects of Sponsored Search Auctions," Working Papers 1356, Barcelona School of Economics.
- Massimo Motta & Antonio Penta, 2022. "Market effects of sponsored search auctions," Economics Working Papers 1844, Department of Economics and Business, Universitat Pompeu Fabra.
- 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.
- Chalil, Tengku Munawar & Dahana, Wirawan Dony & Baumann, Chris, 2020. "How do search ads induce and accelerate conversion? The moderating role of transaction experience and organizational type," Journal of Business Research, Elsevier, vol. 116(C), pages 324-336.
- Sviták, Jan & Tichem, Jan & Haasbeek, Stefan, 2021. "Price effects of search advertising restrictions," International Journal of Industrial Organization, Elsevier, vol. 77(C).
- Weijia Dai & Hyunjin Kim & Michael Luca, 2023. "Frontiers: Which Firms Gain from Digital Advertising? Evidence from a Field Experiment," Marketing Science, INFORMS, vol. 42(3), pages 429-439, May.
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More about this item
Keywords
Search-engine marketing; Field experiments;JEL classification:
- C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
- D90 - Microeconomics - - Micro-Based Behavioral Economics - - - General
NEP fields
This paper has been announced in the following NEP Reports:- NEP-EXP-2017-10-08 (Experimental Economics)
- NEP-MKT-2017-10-08 (Marketing)
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