Allocating expenditures across keywords in search advertising
نویسندگان
چکیده
منابع مشابه
How to select search keywords for online advertising depending on consumer involvement: An empirical investigation
In paid search advertising on Internet, advertisers bid for specific keywords. Consumer involvement affects a consumer’s purchase intention. However, there has been no research on selecting keywords in paid search advertising depending on consumer involvement from the advertisers’ perspective. Our paper investigates the effects of several factors including impressions, click-through rate, conve...
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