G2TT
来源类型Discussion paper
规范类型论文
来源IDDP12333
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
URLhttps://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.
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