Auctioning Keywords in Online Search

Auctioning Keywords in Online Search

Keyword advertising, or “sponsored links” that appear alongside online search results or other online content, has grown into a multibillion-dollar market. Providers of keyword advertising, such as Google and Yahoo, profit by auctioning keywords to advertisers. An issue of increasing importance for advertising providers is the “share structure” problem—that is, of the total available resources ...

Seller-Focused Algorithms for Online Auctioning

In this paper we provide an algorithmic approach to the study of online auctioning. From the perspective of the seller we formalize the auctioning problem as that of designing an algorithmic strategy that fairly maximizes the revenue earned by selling n identical items to bidders who submit bids online. We give a randomized online algorithm that is O(logB)-competitive against an oblivious adver...

Allocating expenditures across keywords in search advertising

Automatic Characteristics Generation for Search Keywords in Paid Search Advertising

Paid search advertising has been a major form of online advertising in recent years. In this form of advertising, an advertiser submits a list of keywords to major search engines. When one of the keywords matches the query keyword that a search engines user submits, the ad of this advertiser will have a chance to be shown on the search result page. If the user is interested and clicks on the ad...

How to select search keywords for online advertising depending on consumer involvement: An empirical investigation

In paid search advertising on Internet, advertisers bid for specific keywords. Consumer involvement affects a consumer’s purchase intention. However, there has been no research on selecting keywords in paid search advertising depending on consumer involvement from the advertisers’ perspective. Our paper investigates the effects of several factors including impressions, click-through rate, conve...