An empirical analysis of sponsored search performance in search engine advertising.
Anindya GhoseSha YangPublished in: WSDM (2008)
Keyphrases
- sponsored search
- search engine
- online advertising
- sponsored search auctions
- click prediction
- web search engines
- click models
- click through rate
- keywords
- web search
- information retrieval
- user experience
- retrieval systems
- search behavior
- budget constraints
- contextual advertising
- search result
- query logs
- user clicks
- display advertising
- commercial search engines
- pay per click
- user queries