Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?

@article{Yang2010AnalyzingTR,
  title={Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?},
  author={Sha Yang and Anindya Ghose},
  journal={Mark. Sci.},
  year={2010},
  volume={29},
  pages={602-623}
}
The phenomenon of paid search advertising has now become the most predominant form of online advertising in the marketing world. However, we have little understanding of the impact of search engine advertising on consumers' responses in the presence of organic listings of the same firms. In this paper, we model and estimate the interrelationship between organic search listings and paid search advertisements. We use a unique panel data set based on aggregate consumer response to several hundred… Expand
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This paper empirically model the relationship between different sponsored search metrics such as click-through rates, conversion rates, cost per click, and ranking of advertisements and proposes a novel framework to better understand the factors that drive differences in these metrics. Expand
Effects of the Presence of Organic Listing in Search Advertising
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