In this paper, we explore how keyword ambiguity can affect search advertising performance. Consumers arrive at search engines with diverse interests, which are often unobserved and nontrivial to predict. The search interests of different consumers may vary even when they are searching using the...

It is widely assumed that firms experiment with their online advertising to identify more profitable approaches to then increase their investment in more profitable advertising, increasing their overall performance. Generalizable evidence on the actual use of such experiment-based learning by...

"This book examines online advertising activities and their connection to business performance in online environments. It also explores online communication channels including website presentation, social media, advertising platforms, and e-mailing"--

Measuring the returns of advertising opportunities continues to be a challenge for many businesses. We design and run a field experiment in collaboration with Yelp across 18,294 firms in the restaurant industry to understand which types of businesses gain more from digital advertising. We...