Zooming In on Paid Search Ads—A Consumer-Level Model Calibrated on Aggregated Data

Oliver J. Rutz
Oliver J. Rutz
[email protected]
Foster School of Business, University of Washington, Seattle, Washington 98195
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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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Oliver J. Rutz

[email protected]

Foster School of Business, University of Washington, Seattle, Washington 98195

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Michael Trusov

[email protected]

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

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Published Online:20 Jun 2011https://doi.org/10.1287/mksc.1110.0647

Supplemental Material

mksc.1110.0647-sm-appendix_a_analysis.pdf (481 KB)

mksc.1110.0647-sm-appendix_b_estimation.pdf (48 KB)

mksc.1110.0647-sm-appendix_c_on_identification.pdf (176 KB)

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Volume 30, Issue 5

September-October 2011

Pages 757-944

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Received:January 25, 2010
Accepted:March 01, 2011
Published Online:June 20, 2011

Cite as

Oliver J. Rutz, Michael Trusov, (2011) Zooming In on Paid Search Ads—A Consumer-Level Model Calibrated on Aggregated Data. Marketing Science 30(5):789-800.

https://doi.org/10.1287/mksc.1110.0647

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Zooming In on Paid Search Ads—A Consumer-Level Model Calibrated on Aggregated Data

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