EconPapers    
Economics at your fingertips  
 

A Large-Scale Field Experiment to Evaluate the Effectiveness of Paid Search Advertising

Lorenz Goette, Lorenzo Coviello and Uri Gneezy

No 12333, CEPR Discussion Papers from C.E.P.R. Discussion Papers

Abstract: Companies spend billions of dollars online for paid links to branded search terms. Measuring the effectiveness of this marketing spending is hard. Blake, Nosko and Tadelis (2015) ran an experiment with eBay, showing that when the company suspended paid search, most of the traffic still ended up on its website. Can findings from one of the largest companies in the world be generalized? We conducted a similar experiment with Edmunds.com, arguably a more representative company, and found starkly different results. More than half of the paid traffic is lost when we shut off paid-links search. These results suggest money spent on search-engine marketing may be more effective than previously documented

Keywords: Search-engine marketing; Field experiments (search for similar items in EconPapers)
JEL-codes: C93 D90 (search for similar items in EconPapers)
Date: 2017-09
New Economics Papers: this item is included in nep-exp and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
https://cepr.org/publications/DP12333 (application/pdf)
CEPR Discussion Papers are free to download for our researchers, subscribers and members. If you fall into one of these categories but have trouble downloading our papers, please contact us at subscribers@cepr.org

Related works:
Working Paper: A Large-Scale Field Experiment to Evaluate the Effectiveness of Paid Search Advertising (2017) Downloads
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cpr:ceprdp:12333

Ordering information: This working paper can be ordered from
https://cepr.org/publications/DP12333

Access Statistics for this paper

More papers in CEPR Discussion Papers from C.E.P.R. Discussion Papers Centre for Economic Policy Research, 33 Great Sutton Street, London EC1V 0DX.
Bibliographic data for series maintained by ().

 
Page updated 2025-03-19
Handle: RePEc:cpr:ceprdp:12333