An important decision for a firm is how to allocate its advertising budget among different types of advertising. Traditional advertising, such as advertising on television and in print, serves the purpose of building consumer awareness and desire about the firm’s products. With recent developments in technology, sponsored search (or paid search) advertising at search engines in response to a ke...

An important decision for a firm is how to allocate its advertising budget among different types of advertising. Most traditional channels of advertising, such as advertising on television and in print, serve the purpose of building consumer awareness and desire about the firm’s products. With recent developments in technology, sponsored search (or paid search) advertising at search engines in ...

The World Wide Web has become a key intermediary between producers and consumers of information. While the producers strive to increase visibility for their products, services, socio-political messages, etc., the consumers struggle to find reliable and relevant information. Web linkage structure has been exploited by contemporary search engines to decrease the search cost for consumers while us...

Sponsored search [4] is one of the most important forms of Internet advertising available to businesses today. In sponsored search, an advertiser pays to have its advertisement displayed alongside search engine results whenever a user searches for a specific keyword or set of keywords. An advertiser can thereby target only those users who might be interested in the advertiser’s products. Each o...

As a rapidly booming industry in recent years, the key problem for Search Engine Marketing (SEM) is to extract web page attributes contributed to the ranking in search engine such as Google and Baidu. The quantitative analysis of these agricultural page attributes is aimed in this paper and the attribute extractor in Java platform is built. Meantime, in order to gain a sample set, a batch gaini...

Generalized Second Price Auction and its variants has been the main mechanism used by search companies to auction positions for sponsored search links. In this paper we study the social welfare of the Nash equilibria of this game. It is known that socially optimal Nash equilibria exists, and its not hard to see that in the general case there are also very bad equilibria: the gap between a Nash ...

In spite of the considerable research effort devoted to studying externalities in Sponsored Search Auctions (SSAs), even the basic question of modeling the problem has so far escaped a definitive answer. The popular cascade model appears too idealized to really describe the phenomenon yet it allows a good comprehension of the problem. Other models, instead, arguably describe the real setting mo...

In this research, we analyze the relationship among (1) the performance metrics of a sponsored search campaign, (2) the gender orientation of queries, and (3) the occurrence of branded terms in queries. The aim of this research is to investigate the effectiveness of increased personalization of search engine advertising in order to improve the consumer’s online experience. We segregate keyphras...

Large commercial search engines such as Google Search, Microsoft’s Bing, and Yahoo! Search have recently emerged as information gateways for millions of Internet users. Their unique role as an intermediary between Internet users and the vast Web content has created exciting marketing opportunities for many commercial firms that wish to advertise their product or service. As a result, a new mult...