Broad or exact? Search Ad matching decisions with keyword specificity and position

Yang, S; Pancras, J; Song, YP

Yang, S (corresponding author), Donghua Univ, Glorious Sun Sch Business & Management, 1882 West Yanan Rd, Shanghai 200051, Peoples R China.

DECISION SUPPORT SYSTEMS, 2021; 143 ():

Abstract

In paid search advertising firms need to make decisions on a matching strategy between broad match and exact match to target their current and prospec......

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