Construct · 1 fields · 1 citations

branded keyword search advertising: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
branded keywordsearch advertising1 CONSTRUCTBranded keyword searchBLAKE · DIGITAL MARKETING

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Digital marketing

field-experiment evidence that paid search ads on a firm's own brand keywords add little because users would click the organic link anyway.

In digital marketing, branded keyword search advertising refers to field-experiment evidence that paid search ads on a firm's own brand keywords add little because users would click the organic link anyway. This meaning comes from Blake (2015) in Econometrica.[1]

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Nearby constructs

click1 fields · 1 citationsanchor · a standalone constructevidence2 fields · 4 citationsjingle · one word, two constructslink3 fields · 5 citationsjingle · one word, three constructs

References

  1. Blake, T., Nosko, C., & Tadelis, S. (2015). Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment. Econometrica, 83(1), 155-174. https://doi.org/10.3982/ecta12423

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