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Differential Effects of Keyword Selection in Search Engine Advertising on Direct and Indirect Sales.
Xianghua Lu
Xia Zhao
Published in:
J. Manag. Inf. Syst. (2014)
Keyphrases
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search engine
keywords
pay per click
keyword search
search queries
search advertising
information retrieval
web search engines
web search
online advertising
web pages
sponsored search advertising
sponsored search auctions
internet search engines
search result
sponsored search
database
user queries
query language