| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w20171 |
| 来源ID | Working Paper 20171 |
| Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment | |
| Tom Blake; Chris Nosko; Steven Tadelis | |
| 发表日期 | 2014-05-29 |
| 出版年 | 2014 |
| 语种 | 英语 |
| 摘要 | Internet advertising has been the fastest growing advertising channel in recent years with paid search ads comprising the bulk of this revenue. We present results from a series of large scale field experiments done at eBay that were designed to measure the causal effectiveness of paid search ads. Because search clicks and purchase behavior are correlated, we show that returns from paid search are a fraction of conventional non-experimental estimates. As an extreme case, we show that brand-keyword ads have no measurable short-term benefits. For non-brand keywords we find that new and infrequent users are positively influenced by ads but that more frequent users whose purchasing behavior is not influenced by ads account for most of the advertising expenses, resulting in average returns that are negative. |
| 主题 | Econometrics ; Experimental Design ; Microeconomics ; Households and Firms ; Industrial Organization ; Market Structure and Firm Performance ; Firm Behavior ; Industry Studies ; Other ; Accounting, Marketing, and Personnel |
| URL | https://www.nber.org/papers/w20171 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/577844 |
| 推荐引用方式 GB/T 7714 | Tom Blake,Chris Nosko,Steven Tadelis. Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment. 2014. |
| 条目包含的文件 | 条目无相关文件。 | |||||
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