Attribution Strategies and Return on Keyword Investment in Paid Search Advertising.
Hongshuang (Alice) LiP. K. KannanSiva ViswanathanAbhishek PaniPublished in: Mark. Sci. (2016)
Keyphrases
- search advertising
- sponsored search advertising
- search engine
- investment strategies
- click through rate
- user behavior
- click prediction
- direct marketing
- internet search engines
- online advertising
- decision making
- contextual advertising
- advertising campaigns
- return on investment
- display advertising
- database technology
- search strategies
- user queries
- user preferences
- information retrieval systems
- keywords