Attribution Strategies and Return on Keyword Investment in Paid Search Advertising

@article{Li2016AttributionSA,
  title={Attribution Strategies and Return on Keyword Investment in Paid Search Advertising},
  author={Hongshuang Li and P. K. Kannan and Siva Viswanathan and Abhishek Pani},
  journal={Indiana University Kelley School of Business Research Paper Series},
  year={2016}
}
Firms use different attribution strategies such as last-click or first-click attribution to assign conversion credits to search keywords that appear in their consumers’ paths to purchase. These attributed credits impact a firm’s future bidding and budget allocations among keywords and, in turn, determine the overall return-on-investment of search campaigns. In this paper, we model the relationship among the advertiser’s bidding decision for keywords, the search engine’s ranking decision for… 
Multi-Click Attribution in Sponsored Search Advertising: An Empirical Study in Hospitality Industry
Sponsored search advertising has become a dominant form of advertising for many firms in the hospitality vertical, with Priceline and Expedia each spending in excess of US$2 billion in online
Service online search ads: from a consumer journey view
TLDR
The empirical findings suggest that consumer response rates are highly dependent upon three aspects (service types, branded keyword strategy and consumer search query), and service aggregators receive greater consumer responses than individual service providers.
Aggregate effects of advertising decisions: A complex systems look at search engine advertising via an experimental study
TLDR
This is one of the first research works to explore collective group decisions and resulting phenomena in the complex context of search engine advertising via developing and validating a simulation framework that supports assessments of various advertising strategies and estimations of the impact of mechanisms on the search market.
The Branding Effect of Sponsored Search Advertising: Value-per-Click vs. Value-per-Impression
Advertising efforts mainly aim to build broader brand image and increase sales. In the online context, widely-successful sponsored search advertising (SSA), which predominantly employs
Conversion Attribution:What Is Missed by the Advertising Industry?he OPEC Model and Its Consequencesfor Media Mix Modeling
Marketers are currently focused on proper budget allocation to maximize ROI from online advertising. They use conversion attribution models assessing the impact of specifi c media channels (display,
Optimal Keywords Grouping in Sponsored Search Advertising Under Uncertain Environments
TLDR
A stochastic programming model for keywords grouping is proposed, taking click-through rate and conversion rate as random variables, with consideration of budget constraints and advertisers’ risk-tolerance, and a branch-and-bound algorithm is developed to solve the problem.
An analytical model for comparing the profitability of competing online marketing channels: Search engine marketing versus e-commerce marketplace
ABSTRACT Digital marketing offers entrepreneurs a variety of alternatives to market globally and generate revenues. Recent studies show that there is a strong research interest in developing
Beyond the Last Touch: Attribution in Online Advertising
TLDR
This work analytically analyze the inefficiencies created by externalities and uncertainty when information is symmetric between advertisers and publishers and finds that the prices paid in the market will decrease when more sophisticated attribution methods are adopted.
...
...

References

SHOWING 1-10 OF 27 REFERENCES
An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets
TLDR
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.
Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?
TLDR
This paper model and estimate the interrelationship between organic search listings and paid search advertisements, and suggests that click-throughs on organic listings have a positive interdependence with click- throughs on paid listings, and vice versa.
A Latent Instrumental Variables Approach to Modeling Keyword Conversion in Paid Search Advertising
The authors present a modeling approach to assess the purchase conversion performance of individual keywords in paid search advertising. The model facilitates estimation of daily keyword conversion
Keyword Search Advertising and First-Page Bid Estimates: A Strategic Analysis
TLDR
A stylized model of the first-page bid estimate FPBE mechanism first developed by Google is analyzed and it is shown why and when this mechanism yields higher profits for the search engine compared with the traditional GSP auction and the GSP Auction with advertiser-specific minimum bid.
Location, Location, Location: An Analysis of Profitability of Position in Online Advertising Markets
The authors evaluate the impact of ad placement on revenues and profits generated from sponsored search. Their approach uses data generated through a field experiment for several keywords from an
A Dynamic Model of Sponsored Search Advertising
TLDR
The dynamic structural model proposed serves as a foundation to explore how the interaction of various agents (searchers, advertisers, and the search engine) in keyword markets affects consumer welfare and firm profits and it is found that frequent clickers place a greater emphasis on the position of the sponsored advertising link.
From Generic to Branded: A Model of Spillover in Paid Search Advertising
In Internet paid search advertising, marketers pay for search engines to serve text advertisements in response to keyword searches that are generic (e.g., “hotels”) or branded (e.g., “Hilton
From Generic to Branded: A Model of Spillover Dynamics in Paid Search Advertising
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
Examining the Impact of Ranking on Consumer Behavior and Search Engine Revenue
TLDR
The study unravels the economic impact of ranking and its interaction with social media on product search engines and suggests that providing more information during the decision-making process may lead to fewer consumer purchases because of information overload.
...
...