Price effects of search advertising restrictions
Sign Up to like & getrecommendations! Published in 2021 at "International Journal of Industrial Organization"
DOI: 10.1016/j.ijindorg.2021.102736
Abstract: Abstract Some suppliers prohibit their distributors from advertising on search engines if the consumer searches for the supplier's brand name. Such restrictions are referred to as “non-brand bidding agreements” (NBBAs). This paper investigates the effect… read more here.
Keywords: hotel; booking platforms; search advertising; effects search ... See more keywords
How should retail advertisers manage multiple keywords in paid search advertising?
Sign Up to like & getrecommendations! Published in 2019 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2019.09.049
Abstract: Abstract Consumers’ online searches usually involve multiple keywords about their purchases, which vary depending on the purchase stage. Similarly, retail advertisers use a set of related keywords for competing brands. Thus, understanding how consumers search… read more here.
Keywords: multiple keywords; purchase; search advertising; retail advertisers ... See more keywords