Sponsored search has become increasingly important due to the rapid development of Web search engines and pay per click (PPC) is amongst one of the most important advertising models search engines currently use. One of the key questions in sponsored search is that: Given a query or a substituted keyword, which ads should search engines display to the users in order to maximize their revenue? In...

As internet users query search engines, relevant advertisements accompany the search results. Advertisers bid for limited ad spots in a generalized-secondary auction employed by search engines. This paper uses publically-available data from Google to test strategies advertisers may use when deciding where and how much to bid for a keyword phrase. A predictive model of suggested bid price may pr...

Cloaking has long been exploited by spammers for the purpose of increasing the exposure of their websites. In other words, cloaking has long served as a major malicious technique in search engine optimization (SEO). Cloaking hides the true nature of a website by delivering blatantly different content to users versus web crawlers. Recently, we have also witnessed a rising trend of employing cloa...

The generalized second-pri ce (G SP) mech anism is th e mo st wid ely-used au ction format in sponsored search markets . However , figuring ou t how to bi d on GSP auctions presents major theoretical and computational challenges due to the complex nature of the auction format and the infinite nu mber o f equ ilibria. Ou r stud y cha racterizes vario us eq uilibrium bidding behaviors in GSP auct...

Search queries follow a long tail distribution which results in harder management of ad space for sponsored search. During keyword auctions, advertisers also tend to target head query keywords, thereby creating an imbalance in demand for head and tail keywords. This leads to under-utilization of ad space of tail query keywords. In this paper, we have explored a mechanism that allows the adverti...

A mediator is a well-known construct in game theory, and is an entity that plays on behalf of some of the agents who choose to use its services, while the rest of the agents participate in the game directly. We initiate a game theoretic study of sponsored search auctions, such as those used by Google and Yahoo!, involving incentive driven mediators. We refer to such mediators as for-profit medi...

0306-4573/$ see front matter 2012 Elsevier Ltd http://dx.doi.org/10.1016/j.ipm.2012.06.001 ⇑ Corresponding author. Tel.: +1 814 865 6459. E-mail addresses: [email protected] (B.J. Jansen), In this research, we evaluate the effect of gender targeted advertising on the performance of sponsored search advertising. We analyze nearly 7,000,000 records spanning 33 consecutive months of a keyword advert...

Search engine optimization (SEO) is the process of improving the visibility, volume and quality of traffic to website or a web page in search engines via the natural search results. SEO can also target other areas of a search, including image search and local search. SEO is one of many different strategies used for marketing a website but SEO has been proven the most effective. An Internet mark...

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165 minutes. Three pages of handwritten notes are allowed. 1. [5 pts] When choosing the name for a new company, one thing to consider is how easy it will be to keep the company's homepage at the top of the search results for a query on the company name. Which of the following would be best on this criterion, and why? El Paso Marketing Hernandez Marketing HrndzMktg Shark Bop Marketing Shark Bop ...