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Competitive Advertising on Brand Search: Traffic Stealing and Click Quality | Synapse

August 24, 2021

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Competitive Advertising on Brand Search: Traffic Stealing and Click Quality

ASAndrey SimonovCentre for Economic Policy Research SHShawndra HillMicrosoft (United States)

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Resumen

Competitive advertising on brand keywords of rivals in sponsored search is effective in generating traffic, if rivals do not defend their traffic.

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Cite This Study

Simonov et al. (Tue,) studied this question.

synapsesocial.com/papers/6a1c121e4ebd09f3dfa967f7 https://doi.org/https://doi.org/10.1287/mksc.2021.1289