Working paper
Search advertising
- Abstract:
-
Search engines enable advertisers to target consumers based on the query they have entered. In a framework with horizontal product differentiation, imperfect product information and in which consumers incur search costs, I study a game in which advertisers have to choose a price and a set of relevant keywords. The targeting mechanism brings about three kinds of efficiency gains, namely lower search costs, better matching, and more intense product market price-competition. A monopolistic se...
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- Publication status:
- Published
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Authors
Bibliographic Details
- Publisher:
- University of Oxford Publisher's website
- Series:
- Department of Economics Discussion Paper Series
- Publication date:
- 2013-03-20
- Paper number:
- 649
Item Description
- Keywords:
- Pubs id:
-
1143771
- Local pid:
- pubs:1143771
- Deposit date:
- 2020-12-15
Terms of use
- Copyright date:
- 2013
- Rights statement:
- Copyright 2013 The Author(s)
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