An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets

By Anindya Ghose, Sha Yang. Management Sciences, 2009

711 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/18fe8d326007d4ad17a33876966210d0b57a11e7

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Citations in the corpus

Promotional Marketing or Word-of-Mouth? Evidence from Online Restaurant Reviews (2013, background): “Ghose and Yang (2009) reach a similar conclusion that click-through rates decrease with ad position and the rate of change diminishes as one goes down the search engine screen.”
The effect of ad rank on the performance of keyword advertising campaigns (2013, methodology): “Among the existing studies concerning such position effect in the online advertising environment of the SERP, most studies were conducted under laboratory environments, with the work of Brooks (2004a,b) and Ghose and Yang (2009) as noticeable exceptions.”
A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry (2016, background): “Some-what related to this work, Ghose and Yang (2009) studied sponsored search advertising on Google, seeking to model the complex system of Adwords as a two-sided market, that is, a market that responds to and relies on both consumer and ﬁ rm actions.”
Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases (2020, background): “Accordingly, several path-to-purchase information channels have garnered considerable attention, including search engines (Ghose and Yang 2009), social media (Rishika et al. 2013), review sites (Chevalier and Mayzlin 2006), deal sites (Kumar and Rajan 2012), and retailer product pages (Huang,…”
Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising (2013, background): “Ghose and Yang (2009) measure the impact of search ad position on click-through rate and conversion rate, and Rutz and Trusov (2011) show that including the keyword the consumer types into the search engine in the headline of the search ad increases click-through rates.”
Digital marketing: A framework, review and research agenda (2017, neutral): “In one of the earliest empirical studies on search engines, Ghose and Yang (2009) simultaneously modeled the customer's click-through and conversion, the CPC and the position of search ads.”
Search engine competition with network externalities (2012, neutral): “…aspects of the sector (as compared to standard yellow pages), in particular the disclosure of sponsored links alongside so-called organic results (Ghose and Yang 2009, Taylor 2010, Yao and Mela, 2011), the keyword auctions introduced to price them (Chen and He, 2006; Edelmann, Ostrovsky and…”
Social Media and Firm Equity Value (2013, methodology): “First, prior studies (e.g., Moe and Fader 2004, Chevalier and Mayzlin 2006, Dellarocas et al. 2007, Dhar and Chang 2009, Ghose and Yang 2009) examine the relationship between digital user metrics and product sales.”
The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework (2016, background): “The Internet has empowered consumers to interact with companies on their terms, and CICs show great potential and have become a substantial component of firms’ marketing (Ghose and Yang 2009).”
Research Commentary - Too Big to Fail: Large Samples and the p-Value Problem (2013, methodology): “Others include new variables (Ghose and Yang 2009), or rerun the model on random subsets of the data (Yao et al. 2009).”
Creating Social Contagion through Viral Product Design: A Randomized Trial of Peer Influence in Networks (2011, neutral): “Notifications and invites also outperform the CR in paid search advertising, which has been estimated at 0.02% (Ghose and Yang 2009).”
A Structural Model of Sponsored Search Advertising Auctions (2011, methodology): “We develop an estimator which we show is consistent and asymptotically normal, and we assess the small sample properties of the estimator using Monte Carlo.”
How is the Mobile Internet Different (2012, methodology): “…in a variety of contexts including yellow pages ads, music choices of unknown songs, Google listings, movie or hotel listings, etc (Ansari and Mela 2003, Drèze and Zufryden 2004, Baye et al. 2009, Ghose and Yang 2009, Brynjolfsson et al. 2010, Yao and Mela 2011, Agarwal et al. 2011, etc.).”