Bidding Strategies on Adgroup and Keyword Levels in Search Engine Advertising: A Comparison Study.
Huiran LiYuguo LeiYanwu YangPublished in: IMMS (2019)
Keyphrases
- sponsored search auctions
- bidding strategies
- search engine
- keywords
- keyword search
- search queries
- sponsored search
- search advertising
- sponsored search advertising
- web search
- web search engines
- electricity markets
- test bed
- budget constraints
- online auctions
- web pages
- multi unit
- market participants
- market clearing
- internet search engines
- continuous double auctions
- contextual advertising
- online advertising
- empirical data
- resource allocation
- linear programming
- case based reasoning
- auction mechanisms
- cloud computing
- logit model
- bayesian networks