Analyzing the click path of affiliate-marketing campaigns: Interacting effects of affiliates’ design parameters with merchants’ search-engine advertising

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.
Olbrich, Bormann, and Hundt


  • Search-engine advertising might cannibalize the effects of an affiliate-marketing campaign. Merchants should evaluate the overall effect of both channels.
  • The rank in search-engine advertising has no influence on the click path. Merchants should aim for lower rankings to decrease their costs per click, keeping in mind the risk of weakening the effects of search-engine advertising....

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