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Rutz et al., 2011 - Google Patents

From generic to branded: A model of spillover in paid search advertising

Rutz et al., 2011

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Document ID
1497811570176729827
Author
Rutz O
Bucklin R
Publication year
Publication venue
Journal of Marketing Research

External Links

Snippet

In Internet paid search advertising, marketers pay for search engines to serve text advertisements in response to keyword searches that are generic (eg,“hotels”) or branded (eg,“Hilton Hotels”). Although standalone metrics usually show that generic keywords have …
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