Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?

Oliver J. Rutz
Oliver J. Rutz
[email protected]
School of Management, Yale University, New Haven, Connecticut 06511
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,
Michael Trusov
Michael Trusov
[email protected]
Robert H. Smith School of Business, University of Maryland, College Park, Maryland 20742
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,
Randolph E. Bucklin
Randolph E. Bucklin
[email protected]
Anderson School of Management, University of California, Los Angeles, Los Angeles, California 90095
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Oliver J. Rutz

[email protected]

School of Management, Yale University, New Haven, Connecticut 06511

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Michael Trusov

[email protected]

Robert H. Smith School of Business, University of Maryland, College Park, Maryland 20742

Search for more papers by this author

Randolph E. Bucklin

[email protected]

Anderson School of Management, University of California, Los Angeles, Los Angeles, California 90095

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Published Online:6 Jun 2011https://doi.org/10.1287/mksc.1110.0635

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mksc.1110.0635-sm-webappendices.pdf (136 KB)

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Volume 30, Issue 4

July-August 2011

Pages 565-756

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Received:November 03, 2009
Accepted:December 22, 2010
Published Online:June 06, 2011

Cite as

Oliver J. Rutz, Michael Trusov, Randolph E. Bucklin, (2011) Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?. Marketing Science 30(4):646-665.

https://doi.org/10.1287/mksc.1110.0635

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Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?

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