As sponsored search contributes the major income of many search engines, how to deliver ads effectively is studied intensively from both industrial and academia. Among various previous studies, many of them are keyword relevance based and few considered the underlying user intents behind queries for ads delivery. In this paper, we propose to classify search queries into different search intent ...

Sponsored search auctions (SSAs) have attracted a lot of research attention in recent years and different equilibrium concepts have been studied in order to understand advertisers’ bidding strategies. However, the assumption that advertisers are perfectly rational in these studies is unrealistic in the real world. In this work, we apply the quantal response equilibrium (QRE), which is powerful ...

Sponsored search involves running an auction among advertisers who bid in order to have their ad shown next to search results for specific keywords. The most popular auction for sponsored search is the “Generalized Second Price” (GSP) auction where advertisers are assigned to slots in the decreasing order of their score, which is defined as the product of their bid and click-through rate. One o...

We systematically overview the literature in keyword search and propose several promising research directions. The paper is organized by each agent in the search process; searchers, advertisers and the search engine and reviews the key research issues for each. For each group, we outline the decision process involved in keyword search. For searchers, this involves what to search, where to searc...

We consider the problem of designing auctions with worst case revenue guarantees for sponsored search. This problem differs from previous work because of ad dependent clickthrough rates which lead to two natural posted-price benchmarks. In one benchmark, the winning advertisers are charged the same price per click, and in the other, the product of the price per click and the advertiser clickabi...

Sponsored search advertising has grown rapidly since the last decade and is now a significant revenue source for search engines. To ameliorate revenues, search engines often set fixed or variable reserve price to in influence advertisers’ bidding. This paper studies and compares two pricing mechanisms: the generalized second-price auction (GSP) where the winner at the last ad position pays the ...

In this paper, we report results of an investigation into the effect of sponsored links on ecommerce information seeking on the Web. In this research, 56 participants each engaged in 6 ecommerce Web searching tasks using 60 organic and 30 sponsored Web links for each task. We extracted these tasks from the transaction log of an actual Web search engine, so these queries represent actual ecommer...

The last several years have seen a dramatic increase in the amount of time and money consumers spend online. As a consequence, the Internet has become an important channel that firms can use to reach out and connect to consumers which has lead to the emergence of online advertising.Given the scale and novelty of online advertising, there is a growing need to understand how consumers respond to ...

Search engines like Google and Yahoo! monetize their services by auctioning off advertising space next to their search results. For example, Apple may bid to appear among the advertisements whenever users search for ”ipod”. These sponsored results look similar to the search results. Each position in the sponsored results is called Slot. Generally, advertisements that appear in a higher ranked s...

Sponsored search advertising is ascendant— Jupiter Research reports expenditures rose 28% in 2007 to $8.9B and will continue to rise at a 15% CAGR, making it one of the major trends to a¤ect the marketing landscape. Yet little, if any empirical research focuses upon search engine marketing strategy by integrating the behavior of various agents in sponsored search advertising (i.e., searchers, a...