The Impact of Competing Ads on Click Performance in Sponsored Search

References

• Adam K (2001) Learning while searching for the best alternative. J. Econom. Theory 101(1):252–281.Crossref, Google Scholar
• Agarwal A, Hosanagar K, Smith MD (2011) Location, location and location: An analysis of profitability of position in online advertising markets. J. Marketing Res. 48(6):1057–1073.Crossref, Google Scholar
• Agarwal A, Hosanagar K, Smith MD (2015) Do organic results help or hurt search performance. Inform. Systems Res. 26(4):695–713.Link, Google Scholar
• Animesh A, Ramachandran V, Viswanathan S (2010) Quality uncertainty and adverse selection in online sponsored search markets. Inform. Systems Res. 21(1):190–201.Link, Google Scholar
• Animesh A, Viswanathan S, Agarwal R (2011) Competing creatively in sponsored search markets. Inform. Systems Res. 22(1):153–169.Link, Google Scholar
• Ansari A, Mela C (2003) E-customization. J. Marketing Res. 40(2): 131–145.Crossref, Google Scholar
• Arbatskaya M (2007) Ordered search. RAND J. Econom. 38(1):119–126.Crossref, Google Scholar
• Athey S, Ellison G (2011) Position auctions with consumer search. Quart. J. Econom. 126(3):1213–1270.Crossref, Google Scholar
• Athey S, Nekipelov D (2012) A structural model of sponsored search advertising auctions. Working paper, University of California, Berkeley.Google Scholar
• Brynjolfsson E, Dick AA, Smith MD (2009) A nearly perfect market? Differentiation vs. price in consumer choice. Quant. Marketing Econom. 8(1):1–33.Crossref, Google Scholar
• Celsi RL, Olson JC (1988) The role of involvement in attention and comprehension processes. J. Consumer Res. 15(9):210–224.Crossref, Google Scholar
• Craswell N, Zoeter O, Taylor M, Ramsey B (2008) An experimental comparison of click position-bias models. Proc. 2008 Internat. Conf. Web Search Web Data Mining (ACM, New York), 87–94.Crossref, Google Scholar
• Danaher PJ, Wilson IW, Davis RA (2003) A comparison of online and offline consumer brand loyalty. Marketing Sci. 22(4):461–476.Link, Google Scholar
• Dellaert BGC, Haeubl G (2012) Searching in choice mode: Consumer decision processes in product search with recommendations. J. Marketing Res. 49(2):277–288.Crossref, Google Scholar
• Duan JA, Mela C (2009) The role of spatial demand on outlet location and pricing. J. Marketing Res. 46(2):260–278.Crossref, Google Scholar
• Elberse A, Eliashberg J (2003) Demand and supply dynamics for sequentially released products in international markets: The case of motion pictures. Marketing Sci. 22(3):329–354.Link, Google Scholar
• Emarketer (2016) U.S. digital display ad spending to surpass search ad spending in 2016. (January 11), http://www.emarketer.com/Article/US-Digital-Display-Ad-Spending-Surpass-Search-Ad-Spending-2016/1013442.Google Scholar
• Erdem T, Swait J (2004) Brand credibility, brand consideration, and choice. J. Consumer Res. 31(1):191–198.Crossref, Google Scholar
• Ghose A, Yang S (2009) An empirical analysis of search engine advertising: Sponsored search in electronic markets. Management Sci. 55(10):1605–1622.Link, Google Scholar
• Ghose A, Ipeirotis P, Li B (2012) Designing ranking systems for hotels on travel search engines by mining user-generated and crowd-sourced content. Marketing Sci. 31(3):493–520.Link, Google Scholar
• Godes D, Mayzlin D (2004) Using online conversations to study word of mouth communication. Marketing Sci. 23(4):545–560.Link, Google Scholar
• Granka LA, Joachims T, Gay G (2004) Eye-tracking analysis of user behavior in WWW search. Proc. 27th Annual Internat. ACM SIGIR Conf. Res. Development Inform. Retrieval (ACM, New York), 478–479.Crossref, Google Scholar
• Greene W (1999) Econometric Analysis, 4th ed. (Prentice Hall, Upper Saddle River, NJ).Google Scholar
• Hausman J (1975) An instrumental variable approach to full information estimators for linear and certain nonlinear econometric models. Econometrica 43(4):727–738.Crossref, Google Scholar
• Hausman J (1996) Valuation of new goods under perfect and imperfect competition. Bresnahan T, Gordon R, eds. The Economics of New Goods, Studies in Income and Wealth, Vol. 58 (National Bureau of Economic Research, Chicago), 209–248.Google Scholar
• Hogarth RM, Einhorn HJ (1992) Order effects in belief updating: The belief-adjustment model. Cognitive Psych. 24(1):1–55.Crossref, Google Scholar
• Hoque AY, Lohse GL (1999) An information search cost perspective for designing interfaces for electronic commerce. J. Marketing Res. 36(3):387–394.Crossref, Google Scholar
• iProspect (2006) iProspect search engine user behavior study. White paper, http://district4.extension.ifas.ufl.edu/Tech/TechPubs/WhitePaper_2006_SearchEngineUserBehavior.pdf.Google Scholar
• Jacoby J, Olson JC, Haddock RA (1971) Price, brand name, and product composition characteristics as determinants of perceived quality. J. Appl. Psych. 55(6):570–579.Crossref, Google Scholar
• Jansen BJ, Resnick M (2006) An examination of searchers’ perceptions of nonsponsored and sponsored links during ecommerce Web searching. J. Am. Soc. Inform. Sci. Technol. 57(14):1949–1961.Crossref, Google Scholar
• Jerath K, Ma L, Park YH (2014) Consumer click behavior at a search engine: The role of keyword popularity. J. Marketing Res. 51(4):480–486.Crossref, Google Scholar
• Jerath K, Ma L, Park YH, Srinivasan K (2011) A position paradox in sponsored search auctions. Marketing Sci. 30(4):612–627.Link, Google Scholar
• Jeziorski P, Segal RI (2015) What makes them click: Empirical analysis of consumer demand for search advertising. Amer. Econom. J.: Microeconomics 7(3):24–53.Crossref, Google Scholar
• Johnson EJ, Moe WW, Fader PS, Bellman S, Lohse GL (2004) On the depth and dynamics of online search behavior. Management Sci. 50(3):299–308.Link, Google Scholar
• Katona Z, Sarvary M (2010) The race for sponsored links: Bidding patterns for search advertising. Marketing Sci. 29(2):199–215.Link, Google Scholar
• Kim JB, Albuquerque P, Bronnenberg BJ (2010) Online demand under limited consumer search. Marketing Sci. 29(6):1001–1023.Link, Google Scholar
• Lahiri K, Schmidt P (1978) On the estimation of triangular structural systems. Econometrica 46(5):1217–1221.Crossref, Google Scholar
• Leong S, Mishra N, Sadikov E, Zhang L (2012) Domain bias in Web search. Proc. Fifth ACM Internat. Conf. Web Search Data Mining (ACM, New York), 413–422.Google Scholar
• Liu D, Chen J, Whinston AB (2010) Ex ante information and the design of keyword auctions. Inform. Systems Res. 21(1):133–153.Link, Google Scholar
• Lu S, Zhu Y, Dukes A (2015) Position auctions with budget constraints: Implications for advertisers and publishers. Marketing Sci. 34(6):897–905.Link, Google Scholar
• MacInnis DJ, Jaworski BJ (1989) Information processing from advertisements: Toward an integrative framework. J. Marketing 53(4):1–23.Crossref, Google Scholar
• Mitchell AA, Dacin PA (1996) The assessment of alternative measures of consumer expertise. J. Consumer Res. 23(3):219–239.Crossref, Google Scholar
• Musalem A, Bradlow ET, Raju JS (2008) Who’s got the coupon: Estimating consumer preferences and coupon usage from aggregate information. J. Marketing Res. 45(12):715–730.Crossref, Google Scholar
• Nevo A (2001) Measuring market power in the ready-to-eat cereal industry. Econometrica 69(2):307–342.Crossref, Google Scholar
• Newton MA, Raftery AE (1994) Approximate Bayesian inference with the weighted likelihood bootstrap. J. Royal Statist. Soc.: Ser. B (Methodological) 56(1):3–48.Google Scholar
• Park CW, Milberg S, Lawson R (1991) Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. J. Consumer Res. 18(2):185–193.Crossref, Google Scholar
• Ramlall S, Sanders D, Tewkesbury G, Ndzi D (2011) Can keyword length indicate Web users’ readiness to purchase. 2011 World Congress Comput. Sci., Comput. Engrg., Applied Comput.—WORLDCOMP’11, Las Vegas, 1–16.Google Scholar
• Rao AR, Monroe KB (1989) The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review. J. Marketing Res. 26(3):351–357.Crossref, Google Scholar
• Rossi PE, Allenby GM (2003) Bayesian statistics and marketing. Marketing Sci. 22(3):304–328.Link, Google Scholar
• Rossi PE, Allenby GM (2005) Bayesian Statistics and Marketing (John Wiley and Sons, West Sussex, UK).Crossref, Google Scholar
• Rutz OJ, Bucklin RE (2011) From generic to branded: A model of spillover in paid search advertising. J. Marketing Res. 48(1):87–102.Crossref, Google Scholar
• Rutz O, Trusov M (2011) Zooming in on paid search ads—A consumer-level model calibrated on aggregated data. Marketing Sci. 30(5):789–800.Link, Google Scholar
• Rutz O, Bucklin R, Sonnier GP (2012) A latent instrumental variables approach to modeling keyword conversion in paid search advertising. J. Marketing Res. 49(3):306–319.Crossref, Google Scholar
• Schmidt J, Spreng R (1996) A proposed model of external consumer information search. J. Acad. Marketing Sci. 24(3):246–256.Crossref, Google Scholar
• Weber TA, Zheng ZE (2007) A model of search intermediaries and paid referrals. Inform. Systems Res. 18(4):414–436.Link, Google Scholar
• Weitzman M (1979) Optimal search for the best alternative. Econometrica 47(3):641–654.Crossref, Google Scholar
• Wernerfelt B (1988) Umbrella branding as a signal of new product quality: An example of signalling by posting a bond. RAND J. Econom. 19(3):458–466.Crossref, Google Scholar
• Yang S, Ghose A (2010) Analyzing the relationship between organic and sponsored search advertising: Positive, negative, or zero interdependence? Marketing Sci. 29(4):602–623.Link, Google Scholar
• Yang S, Lu S, Lu X (2014) Modeling competition and its impact in paid-search advertising. Marketing Sci. 33(1):134–153.Link, Google Scholar
• Yao S, Mela CF (2011) A dynamic model of sponsored search advertising. Marketing Sci. 30(3):447–468.Link, Google Scholar
• Zellner A (1962) An efficient method of estimating seemingly unrelated regressions and tests for aggregation bias. J. Amer. Statist. Assoc. 57(298):348–368.Crossref, Google Scholar