Placing search in context: the concept revisited
Proceedings of the 10th international conference on World Wide Web
ACM SIGIR Forum
Bayesian Statistics and Marketing
Marketing Science
Dynamic Conversion Behavior at E-Commerce Sites
Management Science
An adaptive algorithm for selecting profitable keywords for search-based advertising services
EC '06 Proceedings of the 7th ACM conference on Electronic commerce
The comparative effectiveness of sponsored and nonsponsored links for Web e-commerce queries
ACM Transactions on the Web (TWEB)
INFORMS Journal on Computing
An empirical analysis of sponsored search performance in search engine advertising
WSDM '08 Proceedings of the 2008 International Conference on Web Search and Data Mining
Analyzing search engine advertising: firm behavior and cross-selling in electronic markets
Proceedings of the 17th international conference on World Wide Web
Report on the second KDD workshop on data mining for advertising
ACM SIGKDD Explorations Newsletter
The Brand Effect of Key Phrases and Advertisements in Sponsored Search
International Journal of Electronic Commerce
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With the rapid growth of search advertising, there has been an increased interest amongst both practitioners and academics in enhancing our understanding of how consumers respond to contextual and sponsored search advertising on the Internet. An emerging stream of work has begun to explore these issues. In this paper, we focus on a previously unexplored question: How does sponsored search advertising compare to organic listings with respect to predicting conversion rates, order values and profits from a keyword ad? We use a Hierarchical Bayesian modeling framework and estimate the model using Markov Chain Monte Carlo (MCMC) methods. Our analysis suggests that on an average while the conversion rates, order values and profits from paid search advertisements were much higher than those from natural search, most of the keyword-level characteristics have a statistically significant and stronger impact on these three performance metrics for organic search than paid search. This could shed light on understanding what the most "attractive" keywords are from advertisers' perspective, and how advertisers should invest in search engine advertising campaigns relative to search engine optimization.