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Online marketing, especially Paid Search Advertising, has become one of the most important paid media channels for companies to sell their products and services online. Despite being under intensive examination by a number of researchers for several years, this topic still offers interesting opportunities to contribute to the community, particularly because of its large economic impact and practical relevance as well as the detailed and widely unfiltered view of consumer behavior that such marketing offers. To provide answers to some of the important questions from advertisers in this context, the author present four papers in his thesis, in which he extends previous works on optimization topics such as click and conversion prediction. He applies and extends methods from other fields of research to specific problems in Paid Search. After a short introduction, the dissertation starts with a paper in which the authors illustrates a new method that helps advertisers to predict conversion probabilities in Paid Search using sparse keyword-level data. They address one of the central problems in Paid search advertising, which is optimizing own investments in this channel by placing bids in keyword auctions. In many cases, evaluations and decisions are made with extremely sparse data, although anecdotal evidence suggests that online marketing is a typical "Big Data" topic. In the developed algorithm presented in this paper, the authors use information such as the average time that users spend on the advertiser's website and bounce rates for every given keyword. This previously unused data set is shared between all keywords and used as prior knowledge in the proposed model. A modified version of this algorithm is now the core prediction engine in a productive Paid Search Bid Optimization System that calculates and places millions of bids every day for some of the most recognized retailers and service providers in the German market. Next, the author illustrates the development of a non-reactive experimental method for A/B testing of Paid Search Advertising activities. In that paper, the authors provide an answer to the question of whether and under what circumstances it makes economic sense for brand owners to pay for Paid Search ads for their own brand keywords in Google AdWords auctions. Finally, the author presents two consecutive papers with the same theoretical foundation in which he applies Bayesian methods to evaluate the impact of specific text features in Paid Search Advertisements.
This cumulative thesis extends the econometric literature on testing for cointegration in nonstationary panel data with cross-sectional dependence. Its self-contained chapters consist of two publications and two publication manuscripts which present three new panel tests for the cointegrating rank and an empirical study of the exchange rate pass-through to import prices in Europe. The first chapter introduces a new cointegrating rank test for panel data where the dependence is assumed to be driven by unobserved common factors. The common factors are first estimated and subtracted from the observations. Then an existing likelihood-ratio panel cointegration test is applied to the defactored data. The distribution of the test statistic, computed from defactored data, is shown to be asymptotically equivalent to that of a test statistic computed from cross-sectionally independent data. The second chapter proposes a new panel cointegrating rank test based on a multiple testing procedure, which is robust to positive dependence between the individual units' test statistics. The assumption of a certain type of positive dependence is shown by simulations not to be violated in panels with dependence structures commonly assumed in practice. The new test is applied to find empirical support of the monetary exchange rate model in a panel of eight OECD countries. The third chapter puts forward a new panel cointegration test allowing for both cross-sectional dependence and structural breaks. It employs known individual likelihood-ratio test statistics accounting for breaks in the deterministic trend and combines their p-values by a novel modification of the Inverse Normal method. The average correlation between the probits is inferred from the average cross-sectional correlation between the residuals of the individual VAR models in first differences. The fourth chapter studies the exchange rate pass-through to import prices in a panel of nineteen European countries through the prism of panel cointegration. Empirical evidence supporting a theoretical long-run equilibrium relationship between the model's variables is found by the newly proposed panel cointegration tests. Two different panel regression models, which take both cointegration and cross-sectional dependence into account, provide most recent estimates of the exchange rate pass-through elasticities.