A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2014; you can also visit the original URL.
The file type is
We study the relative impact of competing links in organic and sponsored search results on the performance of sponsored search ads. We use data generated through a field experiment for several keywords from the ad campaign of an online retailer. Using a hierarchical Bayesian model, we measure the impact of competition on both clickthrough rate and conversion rate of sponsored search ads for these keywords. We find that the competitor links in organic results have a higher impact on thedblp:conf/icis/AgarwalHS11 fatcat:voqg6vhzkjgkxjw6ohzlk2lp5a