naa a22 4500 510759866 CHVBK 20180411083135.0 cr unu---uuuuu 180411e20130901xx s 000 0 eng 10.1007/s12525-012-0117-z doi (NATIONALLICENCE)springer-10.1007/s12525-012-0117-z A cross-industry analysis of the spillover effect in paid search advertising [Elektronische Daten] [Florian Nottorf, Burkhardt Funk] For the management of paid search advertising campaigns, metrics collected at keyword-level are often used in practice whereas the users' search process is of secondary importance and thus wholly or partially neglected. In contrast to brand-related keywords ("T-mobile contract”), general keywords, often referred to as generic ("mobile phone contract”), seem at first glance to be economically unattractive. Extending the approach of Rutz and Bucklin, Journal of Marketing Research, 48(1):87-102 (2011), we investigate the role of generic search activities in paid search advertising across industries using dynamic linear models (DLM). The so-called spillover effect, i. e. the increase in brand-related awareness effected by displaying ads for generic keywords, is investigated by both analyzing individual consumer behavior on the basis of keyword-level data and linking findings on keyword- with findings on individual user-level data. We show that the spillover effect varies across industries and that its consideration, for example for the mobile phone provider investigated here, decreases KPIs such as the cost per order up to 42%. Institute of Information Management, University of St. Gallen, 2013 Paid search nationallicence Online advertising nationallicence User behavior nationallicence Bayesian statistics nationallicence Dynamic linear models nationallicence Nottorf Florian Leuphana University Lüneburg, Scharnhorststr. 1, 21335, Lüneburg, Germany aut Funk Burkhardt Leuphana University Lüneburg, Scharnhorststr. 1, 21335, Lüneburg, Germany aut Electronic Markets Springer Berlin Heidelberg 23/3(2013-09-01), 205-216 1019-6781 23:3<205 2013 23 12525 https://doi.org/10.1007/s12525-012-0117-z text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/s12525-012-0117-z text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Nottorf Florian Leuphana University Lüneburg, Scharnhorststr. 1, 21335, Lüneburg, Germany aut NATIONALLICENCE 700 1- Funk Burkhardt Leuphana University Lüneburg, Scharnhorststr. 1, 21335, Lüneburg, Germany aut NATIONALLICENCE 773 0- Electronic Markets Springer Berlin Heidelberg 23/3(2013-09-01), 205-216 1019-6781 23:3<205 2013 23 12525 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer