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19-056/III - Dynamics in clickthrough and conversion probabilities of paid search advertisements


  • Authors
    Anoek Castelein, Erasmus University Rotterdam; Dennis Fok, Erasmus University Rotterdam; Richard Paap, Erasmus University Rotterdam
  • Publication date
    August 19, 2019
  • Keywords
    Clickthrough, Conversion, Search engine advertising, Dynamic, Endogeneity, Time-varying parameters, Bayesian
  • JEL
    C32, C33, C11