Bernard Jansen

Pennsylvania State University

Prof.

University Park, PA 16802

United States

SCHOLARLY PAPERS

4

DOWNLOADS

205

SSRN CITATIONS

0

CROSSREF CITATIONS

0

Scholarly Papers (4)

1.

The Branding Effect of Sponsored Search Advertising: Value-per-Click vs. Value-per-Impression

Number of pages: 54 Posted: 23 Jun 2017 Last Revised: 21 Oct 2018
School of Management, Huazhong University of Science and Technology, University of Arizona - Department of Management Information Systems, Pennsylvania State University and University of Texas at Dallas - Naveen Jindal School of Management
Downloads 97 (360,813)

Abstract:

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Sponsored Search Advertising, Branding Effect, Direct Response, Advertising Decisions, Budget Decisions

2.

Keyword Optimization in Sponsored Search Advertising: A Multi-Level Computational Framework

Yang, Y., Jansen, B. J., Yang, Y. C., Guo, X., & Zeng, D., (2019). Keyword Optimization in Sponsored Search Advertising: A Multi-Level Computational Framework. IEEE Intelligent Systems, 34(1), 32 - 42.
Number of pages: 11 Posted: 10 Jun 2019 Last Revised: 16 Feb 2022
School of Management, Huazhong University of Science and Technology, Pennsylvania State University, Graduate School of Management, UC Davis, Tsinghua University - School of Economics & Management and University of Arizona - Department of Management Information Systems
Downloads 61 (468,413)

Abstract:

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keyword strategy; keyword optimization; advertising strategy; search advertising

3.

Aggregate Effects of Advertising Decisions: A Complex Systems Look at Search Engine Advertising Via an Experimental Study

Yang, Y., Li, X., Zeng, D., & Jansen, B. J., (2018). Aggregate Effects of Advertising Decisions: A Complex Systems Look at Search Engine Advertising via an Experimental Study, Internet Research, 28(4), 1079-1102.
Number of pages: 25 Posted: 24 Jul 2018 Last Revised: 16 Feb 2022
Yanwu Yang, Xin Li, Bernard Jansen and Daniel Dajun Zeng
School of Management, Huazhong University of Science and Technology, City University of Hong Kong (CityU) - Department of Information Systems, Pennsylvania State University and University of Arizona - Department of Management Information Systems
Downloads 47 (525,783)

Abstract:

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search engine advertising, experimental study, simulation, complex systems

4.

How Search Engine Advertising Affects Sales over Time: An Empirical Investigation

Posted: 15 Sep 2020
Yanwu Yang, Kang Zhao, Daniel Dajun Zeng and Bernard Jansen
School of Management, Huazhong University of Science and Technology, University of Iowa - Department of Business Analytics, University of Arizona - Department of Management Information Systems and Pennsylvania State University

Abstract:

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Online Advertising; Ad-Sales Relationship; Electronic Commerce; Advertising Analytics; Business Intelligence