Do Organic Results Help or Hurt Sponsored Search Performance?

  title={Do Organic Results Help or Hurt Sponsored Search Performance?},
  author={Ashish Agarwal and Kartik Hosanagar and Michael D. Smith},
  journal={Information Systems Research},
We study the impact of changes in the competitors’ listings in organic search results on the performance of sponsored search advertisements. Using data from an online retailer’s keyword advertising campaign, we measure the impact of organic competition on both click-through rate and conversion rate of sponsored search advertisements. We find that an increase in organic competition leads to a decrease in the click performance of sponsored advertisements. However, organic competition helps the… CONTINUE READING


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