Should Companies Bid on Their Own Brand in Sponsored Search?

Tobias Blask Burkhardt Funk Reinhard Schulte

Published in: ICE-B (2011)

Keyphrases

sponsored search
competitive market
search engine
online advertising
click prediction
sponsored search auctions
click models
click through rate
user experience
sponsored search advertising
search behavior
information retrieval
web pages
competitive advantage
budget constraints
contextual advertising