Marketing, Strategy
Management Press Release
Study by Columbia Business School Finds Search Tools Like Broad Match Can Hurt Advertisers More Than It Helps
Researcher Kinshuk Jerath argues search engines are the only real winners
NEW YORK – Advertisers spend a lot of money on paid search. By 2019, paid search ad spending will reach nearly $40 billion in the U.S. alone. But, according to research from Columbia Business School’s Kinshuk Jerath, this tactic has many subtleties and doesn’t always result in increased profits for advertisers.
