An Empirical Analysis of Sponsored Search Performance in Search Engine Advertising

Posted in Science on July 22, 2008


An Empirical Analysis of Sponsored Search Performance in Search Engine Advertising

Lecture slides:

  • Outline
  • Search Engine Marketing - 1
  • Search Engine Marketing - 2
  • Characteristics of Keywords
  • Implications?
  • Research Agenda
  • Summary of Findings and Contributions
  • Empirical Methodology
  • Model
  • Empirical Models
  • Data
  • Results - 1
  • Results - 2
  • Policy Simulations
  • Results - 2
  • Policy Simulations
  • Some Limitations
  • Takeaways - 1
  • Takeaways - 2

Author: anindya ghose, new york university

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