Olbrich, Bormann, and Hundt

MANAGEMENT SLANT

  • 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.
  • Using different text links in affiliate marketing can increase the effects in the click path.
  • Using more advertising impressions in affiliate marketing can increase the effects in the click path.