Working Papers

The Effect of Price Rank on Clicks and Conversations in Online Search Advertising

Mengzhou Zhuang, Jongkuk Lee, Eric (Er) Fang, and Xiaoling Li

Jan 29, 2018

Using a hierarchical Bayesian model, researchers differentiate two consumer responses to product price in keyword ads, and looks at the moderating effects of two keyword attributes: specificity and popularity. Based on data from a leading electronic shopping platform.

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