Many online shoppers initially acquired through paid search advertising later return to the same website directly …. These so-called "direct type-in" visits can be an important indirect effect of paid search. Because visitors come to sites …, especially at the keyword level, is difficult. First, standard paid search data are aggregated across consumers. Second, there …

We develop a two-stage consumer-level model of paid search advertising response based on standard aggregated data … model is estimated on a novel paid search data set that includes information on the ad copy. To that end, we develop an … original framework to analyze composition and design attributes of paid search ads. Our results allow us to correctly evaluate …

The phenomenon of paid search advertising has now become the most predominant form of online advertising in the … search listings and paid search advertisements. We use a unique panel data set based on aggregate consumer response to … with a positive, a negative, or no effect on the click-through rates of paid search advertisements, and vice versa for a …