Allocating expenditures across keywords in search advertising
Allocating expenditures across keywords in search advertising
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DOI：
10.1057/palgrave.rpm.5160110
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发表时间：
2007-11
影响因子：
1.6
通讯作者：
Ö. Özlük;S. Cholette
中科院分区：
文献类型：
--
作者：
Ö. Özlük;S. Cholette
一个越来越受欢迎的场所为广告商是关键字广告的网页上的搜索引擎。广告主对关键词进行竞价，竞价价格决定了广告投放，而广告投放又会影响响应函数，即点击率。广告客户通常有一个固定的每日预算，不应该超过，所以广告客户必须通过选择使用哪些关键字，然后决定为每个关键字分配多少来尽可能有效地分配预算。我们构建和研究这个选择和分配过程的模型。
An increasingly popular venue for advertisers is the keyword advertising on the web pages of search engines. Advertisers bid for keywords, where bid price determines ad placement, which in turn affects the response function, defined as the click-through rate. Advertisers typically have a fixed daily budget that should not be exceeded, so an advertiser must allocate the budget as productively as possible by selecting which keywords to use and then deciding how much to allocate for each keyword. We construct and examine a model for this selection and allocation process.