Herrmann, Philipp; Mueller, Michael - Fachbereich für Wirtschaftswissenschaften, … - 2014
performance indicators in search engine advertising namely click-through-rates, cost-per-click, conversion-rates, and cost …-through-rates and cost-per-click are negatively correlated with the ad position i.e., the topmost ad position has higher click …-through-rates and cost-per-click than, for example, positions two and three. In contrast, we do not find a significant negative …