How should retail advertisers manage multiple keywords in paid search advertising?
Year of publication: |
2021
|
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Authors: | Kim, Alex Jiyoung ; Jang, Sungha ; Shin, Hyun |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 130.2021, p. 539-551
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Subject: | Bidding strategy | Click behavior | Consumer purchase stage | Digital advertising | Multiple keywords | Search advertising | Online-Marketing | Internet marketing | Suchmaschine | Search engine | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour |
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