Optimal keyword bidding in search-based advertising with budget constraint and stochastic ad position.
Hande KüçükaydinBaris SelçukÖzgür ÖzlükPublished in: J. Oper. Res. Soc. (2020)
Keyphrases
- budget constraints
- sponsored search
- display advertising
- sponsored search auctions
- quasi linear
- search engine
- online advertising
- search queries
- capacity allocation
- contextual advertising
- search behavior
- pay per click
- keyword search
- search advertising
- opportunity cost
- search algorithm
- flow network
- bidding strategies
- keywords
- click prediction
- advertising campaigns
- search strategy
- web search
- user experience
- user queries
- search space
- targeted advertising
- search strategies
- decision problems
- special case
- optimal solution