How should retail advertisers manage multiple keywords in paid search advertising?
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 using keywords for competing brands at different purchase stages is important for retailers seeking to use multiple keywords more effectively. We examine consumers’ click behavior and retailers’...
Paper Details
Title
How should retail advertisers manage multiple keywords in paid search advertising?
Published Date
Jun 1, 2021
Journal
Volume
130
Pages
539 - 551
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