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...

The theory of sponsored search has been developing rapidly although with disagreement in scientific circles on answers to some basic questions about sponsored search. This study focuses on two of these questions, namely, if a search engine seeks to maximize profits, 1) what should its pricing policy be and 2) what should its ranking policy be. This paper uses experiments with economically motiv...

Search engine marketing requires a substantive understanding of the dynamics of the search system in the travel information search context. The goal of this study is to explore the dynamic nature of online information space through Google as well as its direct impact on the traffic of a destination website. Utilizing a computer program to track Google search results, Google Trends, and a Destin...

In sponsored search advertising, advertisers choose the keywords to bid on, decide how much to bid on them, customize the ads for the chosen keywords by geographic region, time of day and season, and then measure and manage campaign effectiveness. We call the costs that arise from such activities keyword management costs. To reduce these costs and increase advertisers’ participation in keyword ...

Recently there has been significant interest in studying consumer behavior in sponsored search advertising (SSA). Researchers have typically used daily data from search engines containing measures such as average bid, average ad position, total impressions, clicks, and cost for each keyword in the advertiser’s campaign. A variety of random utility models have been estimated using such data and ...

There is a rapid shift of advertisement from the traditional media to the Internet. A large portion of the traffic created by publicity is due to search engines through sponsored search. Advertisers pay the search engine to show their content, usually in order to get traffic to their own websites (where they may even feature more publicity). Search engines provide limited space for publicity (i...

Online search or information retrieval is one of the most common activities on the web. Over 18 billion searches are made each month, and search generates over $4 billion dollars in quarterly revenues. Nevertheless, a signicant portion of search sessions are not only long (consisting of repeated queries from the user), but are also unsuccessful, i.e., do not provide answers that the user was lo...

A Web site that wants to increase its number of visitors can pay for search engine ads or attempt to improve its natural search engine ranking. Nobody really knows, which, if either, of these methods provides a positive return on investment (ROI). A search engine optimization (SEO) project was undertaken at a new e-commerce site. The site’s search engine rankings and traffic were measured after...

Simplified Mechanisms with an Application to Sponsored-Search Auctions Paul Milgrom First draft: August 16, 2007 This draft: December 17, 2008 A mechanism can be simplified by restricting its message space. If the restricted message spaces satisfy a certain “outcome closure property,” then the simplification is “tight”: for every , any Nash equilibrium of the simplified mechanism is also an Nas...

Corresponding Author: Rony Baskoro Lukito School of Computer Science, Bina Nusantara University, Jakarta, Indonesia Email: [email protected] Abstract: The number of internet users around the world continue to grow and will continue to grow along with advances in communications technology. Communication technology which is now headed to the fourth generation (better known as 4G), allowing acces...