Arbeitspapier
A Large-Scale Field Experiment to Evaluate the Effectiveness of Paid Search Advertising
Companies spend billions of dollars online for paid links to branded search terms. Measuring the effectiveness of this marketing spending is hard. Blake, Nosko and Tadelis (2015) ran an experiment with eBay, showing that when the company suspended paid search, most of the traffic still ended up on its website. Can findings from one of the largest companies in the world be generalized? We conducted a similar experiment with Edmunds.com, arguably a more representative company, and found starkly different results. More than half of the paid traffic is lost when we shut off paid-links search. These results suggest money spent on search-engine marketing may be more effective than previously documented.
- Sprache
-
Englisch
- Erschienen in
-
Series: CESifo Working Paper ; No. 6684
- Klassifikation
-
Wirtschaft
Econometric and Statistical Methods: Other
Field Experiments
- Thema
-
field experiment
online advertising
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Coviello, Lorenzo
Gneezy, Uri
Götte, Lorenz
- Ereignis
-
Veröffentlichung
- (wer)
-
Center for Economic Studies and ifo Institute (CESifo)
- (wo)
-
Munich
- (wann)
-
2017
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:44 MEZ
Datenpartner
Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Arbeitspapier
Beteiligte
- Coviello, Lorenzo
- Gneezy, Uri
- Götte, Lorenz
- Center for Economic Studies and ifo Institute (CESifo)
Entstanden
- 2017
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