| 来源类型 | Discussion paper |
| 规范类型 | 论文 |
| 来源ID | DP12333 |
| DP12333 A Large-Scale Field Experiment to Evaluate the Effectiveness of Paid Search Advertising | |
| Lorenz Götte; Lorenzo Coviello; Uri Gneezy | |
| 发表日期 | 2017-09-25 |
| 出版年 | 2017 |
| 语种 | 英语 |
| 摘要 | Companies spend billions of dollars online for paid links to branded search terms. Measuring the effectiveness of this marketing spending is hard. Blake, Nosko and Tadelis (2015) ran an experiment with eBay, showing that when the company suspended paid search, most of the traffic still ended up on its website. Can findings from one of the largest companies in the world be generalized? We conducted a similar experiment with Edmunds.com, arguably a more representative company, and found starkly different results. More than half of the paid traffic is lost when we shut off paid-links search. These results suggest money spent on search-engine marketing may be more effective than previously documented |
| 主题 | Industrial Organization |
| 关键词 | Search-engine marketing Field experiments |
| URL | https://cepr.org/publications/dp12333 |
| 来源智库 | Centre for Economic Policy Research (United Kingdom) |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/541143 |
| 推荐引用方式 GB/T 7714 | Lorenz Götte,Lorenzo Coviello,Uri Gneezy. DP12333 A Large-Scale Field Experiment to Evaluate the Effectiveness of Paid Search Advertising. 2017. |
| 条目包含的文件 | 条目无相关文件。 | |||||
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