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In Internet paid search advertising, many marketers pay for search engines to serve text ads in response to keyword searches that are generic (e.g., "Hotels") or branded (e.g., "Hilton Hotels"). While stand-alone metrics usually show that generic keywords have higher apparent costs to the advertiser than branded keywords, generic search may create a spillover effect on subsequent branded search. Building on the Nerlove-Arrow advertising framework, the authors propose a dynamic linear model todoi:10.2139/ssrn.1024766 fatcat:curg5mcay5gahhy2n2vzc23gpa