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Keywords: Branded keywords
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Journal Articles
Journal:
Information Technology & People
Information Technology & People (2026) 39 (8): 32–49.
Published: 21 April 2026
...Yllka Azemi; Wilson Ozuem Purpose Advertisers utilize paid search ads and bid on the branded keywords of companies that are ranked organically in search results to acquire customers from their competitors. Understanding of the actual effect of the advertisers on organically ranked companies...
