Disentangling the Impact of Bidding Price on Click-through Rate and Product Sales in E-commerce Search Advertising.
Ping QiuZhao CaiHing Kai ChanXiangtianrui KongYe ShiPublished in: PACIS (2023)
Keyphrases
- search advertising
- click through rate
- search engine
- click prediction
- online advertising
- user behavior
- product search
- electronic commerce
- internet search engines
- sponsored search
- direct marketing
- life cycle
- display advertising
- web search
- information retrieval
- online auctions
- keywords
- user interaction
- data mining
- contextual factors