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Episode 11: Paid Search 2
Ends of Chapter 11
Blake, Thomas, Chris Nosko, and Steven Tadelis. "Consumer heterogeneity and paid search effectiveness: A large‐scale field experiment." Econometrica 83.1 (2015): 155-174.
Rutz, Oliver J., Michael Trusov, and Randolph E. Bucklin. "Modeling indirect effects of paid search advertising: Which keywords lead to more future visits?." Marketing Science 30.4 (2011): 646-665.
Skiera, Bernd, and Nadia Abou Nabout. "Practice prize paper—prosad: a bidding decision support system for profit optimizing search engine advertising." Marketing Science 32.2 (2013): 213-220.
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By Kafui MonuEnds of Chapter 11
Blake, Thomas, Chris Nosko, and Steven Tadelis. "Consumer heterogeneity and paid search effectiveness: A large‐scale field experiment." Econometrica 83.1 (2015): 155-174.
Rutz, Oliver J., Michael Trusov, and Randolph E. Bucklin. "Modeling indirect effects of paid search advertising: Which keywords lead to more future visits?." Marketing Science 30.4 (2011): 646-665.
Skiera, Bernd, and Nadia Abou Nabout. "Practice prize paper—prosad: a bidding decision support system for profit optimizing search engine advertising." Marketing Science 32.2 (2013): 213-220.