Original paper
The Impact of Competing Ads on Click Performance in Sponsored Search
Abstract
Our research examines the impact of competing ads on click performance of an ad in sponsored search. We use a unique data set of 1,267 advertiser keyword pairs with differing ad quality related to 360 keywords from a search engine to evaluate the click performance. We find that competing high-quality ads, appearing above the focal ad, have a lower negative effect on the click performance as compared to competing low-quality ads. We also find...
Paper Details
Title
The Impact of Competing Ads on Click Performance in Sponsored Search
Published Date
Sep 1, 2016
Journal
Volume
27
Issue
3
Pages
538 - 557
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Notes
History