Yang, Sha; Ghose, Anindya - In: Marketing Science 29 (2010) 4, pp. 602-623
with a positive, a negative, or no effect on the click-through rates of paid search advertisements, and vice versa for a …, click-through rates, conversion rates, cost per click, and keyword ranks. A hierarchical Bayesian modeling framework is used … results, we also conduct and present the results from a controlled field experiment. This experiment shows that total click-through …