An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets.
Anindya GhoseSha YangPublished in: Manag. Sci. (2009)
Keyphrases
- sponsored search
- electronic markets
- search engine
- electronic commerce
- online advertising
- business models
- sponsored search advertising
- click prediction
- sponsored search auctions
- search costs
- click models
- key factors
- web search
- click through rate
- web search engines
- information retrieval
- pay per click
- purchase behavior
- user clicks
- web pages
- case study
- contextual advertising
- retrieval systems
- commercial search engines
- keywords
- information access
- keyword search
- user experience
- additional features
- factors that influence
- search advertising
- query logs
- search strategies