Keyword portfolio optimization in paid search advertising.
Efthymia SymitsiRaphael N. MarkellosMurali K. MantralaPublished in: Eur. J. Oper. Res. (2022)
Keyphrases
- search advertising
- portfolio optimization
- sponsored search advertising
- portfolio selection
- search engine
- factor analysis
- problems involving
- stock market
- stock price
- bi objective
- optimization methods
- online advertising
- risk management
- robust optimization
- user behavior
- click prediction
- direct marketing
- keywords
- internet search engines
- contextual advertising
- display advertising
- stock exchange
- multi objective
- financial data
- long term
- decision support system
- expert systems
- advertising campaigns
- web search
- multiple objectives