nal Journal of Electronic Commerce. 18(3), 39- 66. Mukherjee, P. and Jansen, B.J. (2014) Performance Analysis of Keyword Advertising Campaign Using Gender-Brand Effect of Search Queries. Electronic Commerce Research and Applications. 13(2), 139-149. Jansen, B.J., Liu, Z., and Simon, Z. (2013) The Effect of Ad Rank on Performance of