Bidding on the Buying Funnel for Sponsored Search and Keyword Advertising

@inproceedings{Jansen2011BiddingOT,
  title={Bidding on the Buying Funnel for Sponsored Search and Keyword Advertising},
  author={Bernard Jim Jansen and Simone Schuster},
  year={2011}
}
In this research, we evaluate the effectiveness of the buying funnel as a model for understanding consumer interaction with keyword advertising campaigns on web search engines. We analyze data of nearly 7 million records from a 33 month, $56 million (US) search engine marketing campaign of a major US retailer. We classify key phrases used in this campaign into stages of the buying funnel (i.e., Awareness, Research, Decision, and Purchase) and then compare the consumer behaviors associated with… CONTINUE READING
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