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Research article

First published 2012-6

A Latent Instrumental Variables Approach to Modeling Keyword Conversion in Paid Search Advertising

Oliver J. Rutz, Randolph E. Bucklin, Garrett P. Sonnier

Journal of Marketing Research

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Research article

First published 2011-2

From Generic to Branded: A Model of Spillover in Paid Search Advertising

Oliver J. Rutz, Randolph E. Bucklin

Journal of Marketing Research

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Review article

First published 2005-9

An Empirical Study of Paid Listings in Product Search and Purchase

Marc L. Resnick, Bernard J. Jansen

Proceedings of the Human Factors and Ergonomics Society Annual Meeting

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Research article

First published 2025-2

Consumer Click Responses to Paid Ad Set Strategies of Search Platforms

Ming Cheng, Zhen Zhu

Cornell Hospitality Quarterly

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Research article

First published 2025-11

Free,Paid,or Pass: Revenue Optimization via Product Search Advertising

Frances Wang, Jeff Larson, Chris K Anderson

Cornell Hospitality Quarterly

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Research article

First published 2017-12

A New Method to Aid Copy Testing of Paid Search Text Advertisements

Oliver J. Rutz, Garrett P. Sonnier, Michael Trusov

Journal of Marketing Research

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Research article

First published 2014-11

Finding the Right Words: The Influence of Keyword Characteristics on Performance of Paid Search Campaigns

Sebastian Klapdor, Eva M. Anderl, Florian von Wangenheim [...]

Journal of Interactive Marketing

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Research article

First published 2014-10

Driving Online and Offline Sales: The Cross-Channel Effects of Traditional,Online Display,and Paid Search Advertising

Isaac M. Dinner, Harald J. Heerde Van, Scott A. Neslin

Journal of Marketing Research

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Research article

First published 2013-10

Driving Online and Offline Sales: The Cross-Channel Effects of Traditional,Online Display,and Paid Search Advertising

Isaac M. Dinner, Harald J. Van Heerde, Scott A. Neslin

Journal of Marketing Research

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Research article

First published 2025-1

Positive Emotions During Search Engine Use: How You Feel Impacts What You Search for and Click On

Sarah C. Whitley, Anindita Chakravarty, Pengyuan Wang

Journal of Marketing

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