Search engines have become one of the primary tools for travel planning and, as such, have become an important part of the Internet marketing strategy of destination organizations. Recently, it has been demonstrated that because of the dynamic relationships among the search engine providers, the tourism industry and travellers, it is essential that destination marketing organizations have a sub...

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...

Sponsored search is an indispensable business model and a major revenue contributor of almost all the search engines. From the advertisers’ side, participating in ranking the search results by paying for the sponsored search advertisement to aŠract more awareness and purchase facilitates their commercial goal. From the users’ side, presenting personalized advertisement reƒecting their propensit...

This teaching case illustrates the complexities in online marketing, especially in health care online marketing. It presents the challenges patients face when seeking information for treatments, and how patients may be flooded with information of poor quality, even scams. We examines the role of the search engine giant Baidu. The case discusses Baidu’s revenue generation models, the keywords bi...

Most major Web search engines typically present sponsored and non-sponsored results in separate listing on the search engine results page. In this research, we investigate the effect of integrating both sponsored and non-sponsored results into a single listing. The premise underlying this research is that searchers are primarily interested in relevant results to their queries. Given the reporte...

Online advertising has shortand long-term effects. Little is known, however, about which online advertising channel works best to address particular customer groups when shortand long-term effects, are taken into account. We look at the sales effect of search engine marketing (SEM), banner advertising, price comparison advertising (PCA) and coupon/loyalty advertising (CLA) on new and existing c...

Search Engine Optimisation was a term used by web developers in the late 90s to highlight the importance of increasing a website’s position in search engines’ results. Further development of the Internet in terms of the diversity of its users and uses such as e-commerce, blogging and wikis have highlighted the need for technical staff to work more closely with marketing professionals resulting ...

We focus on the problem of query rewriting for sponsored search. We base rewrites on a historical click graph that records the ads that have been clicked on in response to past user queries. Given a query q, we first consider Simrank [5] as a way to identify queries similar to q, i.e., queries whose ads a user may be interested in. We argue that Simrank fails to properly identify query similari...

Starting with two models fifty years ago, the discrete marriage game [1] and the continuous assignment game [2], the study of stable matchings has evolved into a rich theory with applications in many areas. Most notably, it has lead to a number of truthful mechanisms that have seen a recent rejuvenation in the context of sponsored search. In this paper we survey the history of these problems an...