Brand Names as Keywords in Sponsored Search Advertising

Competition and Crowd-out for Brand Keywords in Sponsored Search∗

On search keywords that include trademarked terms, the brand owner (focal brand) and other relevant firms compete for consumers. For the focal brand, paid clicks have a direct substitute in the organic link that appears directly below the advertisements. This crowd-out can create a large wedge between the real causal effect and commonlyreported “nominal measures,” such as click-through rates. W...

Bidding for Multiple Keywords in Sponsored Search Advertising: Keyword Categories and Match Types

Although keyword auctions are often studied in the context of a single keyword in the literature, firms generally have to participate in multiple keyword auctions at the same time. Advertisers purchase a variety of keywords that can be categorized as generic-relevant, focal-brand, and competingbrand keywords. At the same time, firms also have to choose how the keywords can be matched to search ...

Location-Based Sponsored Search Advertising

The proliferation of powerful mobile devices with built-in navigational capabilities and the adoption in most metropolitan areas of fast wireless communication protocols have recently created unprecedented opportunities for location-based advertising. In this work, we provide models and investigate the market for location-based sponsored search, where advertisers pay the search engine to be dis...

Allocating expenditures across keywords in search advertising

Exclusive Display in Sponsored Search Advertising

As sponsored search becomes increasingly important as an advertising medium for firms, search engines are exploring more advanced bidding and ranking mechanisms to increase their revenue from sponsored search auctions. For instance, Google, Yahoo! and Bing are investigating auction mechanisms in which each advertiser submits two bids: one bid for the standard display format in which multiple ad...