Attribution Strategies and Return on Keyword Investment in Paid Search Advertising

  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},
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… 
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