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