Keyword Search Advertising and Limited Budgets

Keyword Search Advertising and Limited Budgets

Advertising Keyword Suggestion Using Relevance-Based Language Models from Wikipedia Rich Articles

When emerging technologies such as Search Engine Marketing (SEM) face tasks that require human level intelligence, it is inevitable to use the knowledge repositories to endow the machine with the breadth of knowledge available to humans. Keyword suggestion for search engine advertising is an important problem for sponsored search and SEM that requires a goldmine repository of knowledge. A recen...

Lecture : Online Matching and Adwords June 16 , 2011

The biggest example is that of search based advertising: In this system the advertisers submit bids to the search engine, stating how much they are willing to pay to get an ad placed for a certain keyword search. This is done offline. The search engine then gets requests online, in the form of queries from users. For each arriving query, the search engine finds the ad candidates, scores them, a...

Bid optimization in online advertisement auctions

We consider the problem of online keyword advertising auctions among multiple bidders with limited budgets, and propose a bidding heuristic to optimize the utility for bidders by equalizing the return-on-investment for each bidder across all keywords. We show that natural auction mechanisms combined with this heuristic can experience chaotic cycling (as is the case with many current advertiseme...

Search Advertising: Budget Allocation Across Search Engines

In this paper, we investigate advertisers’ budgeting and bidding strategies across multiple search platforms. Our goal is to characterize equilibrium allocation of a limited budget across platforms and draw managerial insights for both search engines and advertisers. We develop a model with two search engines and budget-limited advertisers who compete to obtain advertising slots across search p...