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SRC-2442ad360e06365c · Source record

Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment

Econometrica (Wiley / Econometric Society) · 1 connected claims

Canonical route

https://doi.org/10.3982/ECTA12423

Claims connected to this source

  1. MWITA-MIO-2026-004eBay randomized paid-search suppression and found no measurable short-run benefit from brand-keyword ads; for nonbrand terms, the total paid-search regime added an estimated 0.66% to sales with a 95% confidence interval spanning -0.42% to 1.74%, and average returns were negative because frequent users absorbed most spend without responding.Evidence A

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