Yale School of Management Study Measures Keyword Performance in Paid Search Advertising

Yale School of Management Study Measures Keyword Performance in Paid Search Advertising

NEW HAVEN, Conn.----Oliver J. Rutz of the Yale School of Management and Randolph E. Bucklin of the UCLA Anderson School of Business have developed the first model to measure the performance of individual keywords in paid search advertising on Internet search engines.
Published: 12/10/2007 11:30:37 AM
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