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Keywords: Search advertising
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (6): 1285–1302.
Published: 07 October 2021
...Xia Cao; Zhi Yang; Feng Wang; Chongyu Lu; Yueyan Wu Purpose This study investigates the effect of keyword portfolio characteristics on sales in paid search advertising. The authors propose two keyword portfolio characteristics (variety and disparity) and examine the effects of portfolio variety...
