In paid search advertising on the Internet, marketers can bid for search engines to serve their text ads in response to keyword searches that are either generic or branded. A generic keyword does not contain branded words, e.g., quot;Hotels LAquot;; a branded keyword does, e.g., quot;Hilton...

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 via different keywords and can vary in their propensity to...