Deepak Kumar

In an earlier study, we reported that on average 89% of the visits to the advertiser’s site from search ad clicks were incremental. In this research, we examine how the ranking of an advertiser’s organic listings on the search results page affects the incrementality of ad clicks expressed through Incremental Ad Clicks (IAC) and as estimated by Search Ads Pause models. A meta-analysis of 390 Search Ads Pause studies highlights the limited opportunity for clicks from organic search results to… Show more

In an earlier study, we reported that on average 89% of the visits to the advertiser’s site from search ad clicks were incremental. In this research, we examine how the ranking of an advertiser’s organic listings on the search results page affects the incrementality of ad clicks expressed through Incremental Ad Clicks (IAC) and as estimated by Search Ads Pause models. A meta-analysis of 390 Search Ads Pause studies highlights the limited opportunity for clicks from organic search results to substitute for ad clicks when the ads are turned off. On average, 81% of ad impressions and 66% of ad clicks occur in the absence of an associated organic search result. We find that having an associated organic search result in rank one does not necessarily mean a low IAC. On average, 50% of the ad clicks that occur with a top rank organic result are incremental, compared to 100% of the ad clicks being incremental in the absence of an associated organic result. Show less

Advertisers often wonder whether search ads cannibalize their organic traffic. In other words, if search ads were paused, would clicks on organic results increase, and make up for the loss in paid traffic? Google statisticians recently ran over 400 studies on paused accounts to answer this question.

In what we call “Search Ads Pause Studies”, our group of researchers observed organic click volume in the absence of search ads. Then they built a statistical model to predict the click… Show more

Advertisers often wonder whether search ads cannibalize their organic traffic. In other words, if search ads were paused, would clicks on organic results increase, and make up for the loss in paid traffic? Google statisticians recently ran over 400 studies on paused accounts to answer this question.

In what we call “Search Ads Pause Studies”, our group of researchers observed organic click volume in the absence of search ads. Then they built a statistical model to predict the click volume for given levels of ad spend using spend and organic impression volume as predictors. These models generated estimates for the incremental clicks attributable to search ads (IAC), or in other words, the percentage of paid clicks that are not made up for by organic clicks when search ads are paused.

The results were surprising. On average, the incremental ad clicks percentage across verticals is 89%. This means that a full 89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused. This number was consistently high across verticals. Show less

In an effort to meet the diverse needs of today's highly competitive global marketplace better, many companies are utilizing product families and platform-based product development to increase variety, shorten lead-times, and reduce costs. Current research in the area of product family design mostly focuses on the cost-savings benefits of the platform-based approach and does not sufficiently examine broader enterprise considerations such as profit and market share. Furthermore, very few… Show more

In an effort to meet the diverse needs of today's highly competitive global marketplace better, many companies are utilizing product families and platform-based product development to increase variety, shorten lead-times, and reduce costs. Current research in the area of product family design mostly focuses on the cost-savings benefits of the platform-based approach and does not sufficiently examine broader enterprise considerations such as profit and market share. Furthermore, very few existing design methods integrate market considerations (e.g., customer preferences, competition) with product development efforts in their formulation. In this work, in addition to integrating market considerations with traditional product family concerns (e.g., modular design, decisions regarding shared parts and processes), the scope of the product family design problem is expanded to include the product line positioning problem, i.e., the problem of determining the appropriate market niche for each product variant in the family. The novel market-driven product family design (MPFD) methodology proposed here is introduced to systematically examine the impact of increasing the variety in the product offerings across different market segments and explore the cost-savings associated with commonality decisions. A unique representation scheme is also introduced to enable us to integrate the qualitative market segmentation grid with mathematically rigorous demand models, and the demand modelling approach employed in this paper models the dissimilar impacts of competition in different market segments and plays a significant role in determining the appropriate platform leveraging strategy. The design of a family of universal motors is used to demonstrate the proposed approach. Show less