A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2019; you can also visit the original URL.
The file type is
Although keyword auctions are often studied in the context of a single keyword in the literature, firms generally have to participate in multiple keyword auctions at the same time. Advertisers purchase a variety of keywords that can be categorized as generic-relevant, focal-brand, and competingbrand keywords. At the same time, firms also have to choose how the keywords can be matched to search queries: exact, phrase, or broad. This study empirically examines how keyword categories and matchdoi:10.1287/isre.2017.0724 fatcat:ecs3m4uxdze6tptoplea5gyes4