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Bid keyword suggestion in sponsored search based on competitiveness and relevance

Ying Zhang, Weinan Zhang, Bin Gao, Xiaojie Yuan, Tie-Yan Liu
2014 Information Processing & Management  
We propose recommending a group of relevant yet less-competitive keywords to an advertiser.  ...  In sponsored search, many advertisers have not achieved their expected performances while the search engine also has a large room to improve their revenue.  ...  (ii) We propose a bid keyword suggestion method based on competitiveness and relevance, and verify the effectiveness of the method.  ... 
doi:10.1016/j.ipm.2014.02.004 fatcat:mrypiz2edzc2bnowvpwhc557vi

Do Organic Results Help or Hurt Sponsored Search Performance?

Ashish Agarwal, Kartik Hosanagar, Michael D. Smith
2015 Information systems research  
Using data from an online retailer's keyword advertising campaign, we measure the impact of organic competition on both click-through rate and conversion rate of sponsored search advertisements.  ...  Using data from an online retailer's keyword advertising campaign, we measure the impact of organic competition on both click-through rate and conversion rate of sponsored search advertisements.  ...  In that case, search engines should suggest appropriate keywords to the advertisers based on the advertiser objectives.  ... 
doi:10.1287/isre.2015.0593 fatcat:yu7hj7xx2ndzvo3vj4kmv4zf4e

Sponsored Search: Do Organic Results help or hurt the Performance and under what conditions?

Ashish Agarwal, Kartik Hosanagar, Michael D. Smith
2011 International Conference on Information Systems  
We study the relative impact of competing links in organic and sponsored search results on the performance of sponsored search ads.  ...  Using a hierarchical Bayesian model, we measure the impact of competition on both clickthrough rate and conversion rate of sponsored search ads for these keywords.  ...  The above set of simultaneous equations represents a triangular system with and has been addressed by authors in classical econometrics (Lahiri and Schmidt 1978 , Hausman 1975 , Greene 1999 ) and bayesian  ... 
dblp:conf/icis/AgarwalHS11 fatcat:voqg6vhzkjgkxjw6ohzlk2lp5a

RPM-Oriented Query Rewriting Framework for E-commerce Keyword-Based Sponsored Search (Student Abstract)

Xiuying Chen, Daorui Xiao, Shen Gao, Guojun Liu, Wei Lin, Bo Zheng, Dongyan Zhao, Rui Yan
2020 PROCEEDINGS OF THE THIRTIETH AAAI CONFERENCE ON ARTIFICIAL INTELLIGENCE AND THE TWENTY-EIGHTH INNOVATIVE APPLICATIONS OF ARTIFICIAL INTELLIGENCE CONFERENCE  
Sponsored search optimizes revenue and relevance, which is estimated by Revenue Per Mille (RPM).  ...  RQRF embeds both queries and bid keywords to vectors in the same implicit space, converting the rewriting probability between each query and keyword to the distance between the two vectors.  ...  Rui Yan was sponsored by Alibaba Innovative Research (AIR) Grant.  ... 
doi:10.1609/aaai.v34i10.7156 fatcat:lok63aikmfdavmskzadzwfjf64

RPM-Oriented Query Rewriting Framework for E-commerce Keyword-Based Sponsored Search [article]

Xiuying Chen, Daorui Xiao, Shen Gao, Guojun Liu, Wei Lin, Bo Zheng, Dongyan Zhao, Rui Yan
2020 arXiv   pre-print
Sponsored search optimizes revenue and relevance, which is estimated by Revenue Per Mille (RPM).  ...  RQRF embeds both queries and bid keywords to vectors in the same implicit space, converting the rewriting probability between each query and keyword to the distance between the two vectors.  ...  Rui Yan was sponsored by Alibaba Innovative Research (AIR) Grant.  ... 
arXiv:1910.12527v2 fatcat:olfk6c5i7va2rdgpaxzzrf23uu

Smart marketing or bait & switch

Mark A. Rosso, Bernard J. Jansen
2010 Proceedings of the 4th workshop on Information credibility - WICOW '10  
The business models of major Internet search engines depend on online advertising, primarily in the form of search engine keyword advertising.  ...  In recent years, a controversy surrounding keyword advertising has gained notoriety worldwide, in both the international court systems and the media.  ...  A sponsored ad's position on the SERP is determined by the search engine, based on the advertiser's bid and the search engine's estimate of ad quality.  ... 
doi:10.1145/1772938.1772946 dblp:conf/www/RossoJ10 fatcat:bdnrbkotorcdto74ggzo35ffsy

Paid Search

B.J. Jansen
2006 Computer  
Based on these statistics, providers can choose to alter bids, maximum costs per period, and keywords in real time.  ...  gathering provider content, handling bids, metering clicks, and charging providers based on searcher clicks on their displayed links; and • searcher: a person or agent that clicks on a sponsored link  ... 
doi:10.1109/mc.2006.243 fatcat:53fftupc4bgmhhwth34r34o2xi

Sponsored search: an overview of the concept, history, and technology

Bernard J. Jansen, Tracy Mullen
2008 International Journal of Electronic Business  
The success of sponsored search has radically affected how people interact with the information, websites, and services on the web.  ...  In this paper, we conceptualise the sponsored search process as an aspect of information searching.  ...  Although not so relevant now that quality-based bidding dominates, strategic behaviour has been observed empirically in non-quality-based bidding sponsored search auctions , including bidding war cycles  ... 
doi:10.1504/ijeb.2008.018068 fatcat:52waipij3zfqbln2asfq3itqmi

Brand Names as Keywords in Sponsored Search Advertising

Mark A. Rosso, Bernard J. Jansen
2010 Communications of the Association for Information Systems  
The business models of major Web search engines depend on online advertising, primarily in the form of keyword advertising.  ...  Implications for this are discussed, and suggestions for future research are presented.  ...  A sponsored ad's position on the SERP is determined by the search engine, based on the advertiser's bid and the search engine's estimate of ad quality.  ... 
doi:10.17705/1cais.02706 fatcat:x35lpahvcvhk7ld57cloivkf5u

Analyzing search engine advertising

Anindya Ghose, Sha Yang
2008 Proceeding of the 17th international conference on World Wide Web - WWW '08  
This process works on an auction mechanism in which advertisers bid for different keywords, and final rank for a given keyword is allocated by the search engine.  ...  Based on the model and estimates from prior work [10], we conduct a number of policy simulations in order to investigate to what extent an advertiser can benefit from bidding optimally for its keywords  ...  This work was partially supported by a grant from the NET Institute and Marketing Science Institute.  ... 
doi:10.1145/1367497.1367528 dblp:conf/www/GhoseY08 fatcat:577jbdkkx5gt5obzfnbtwpmx6m

Bidding for Multiple Keywords in Sponsored Search Advertising: Keyword Categories and Match Types

Xiaomeng Du, Meng Su, Xiaoquan (Michael) Zhang, Xiaona Zheng
2017 Information systems research  
These findings shed light on the practice of sponsored search advertising by offering insights into how to manage ad campaigns when advertisers have to bid on multiple keywords.  ...  Our results suggest that it is important to differentiate among the various bidding strategies for various keyword categories and match types.  ...  In contrast, competing-brand keywords are less relevant, and advertisers probably could not place very competitive bids for competing-brand keywords anyway.  ... 
doi:10.1287/isre.2017.0724 fatcat:ecs3m4uxdze6tptoplea5gyes4

An empirical analysis of sponsored search performance in search engine advertising

Anindya Ghose, Sha Yang
2008 Proceedings of the international conference on Web search and web data mining - WSDM '08  
We empirically estimate the impact of keyword attributes on consumer search and purchase behavior as well as on firms' decision-making behavior on bid prices and ranks.  ...  rates, conversion rates, bid prices and keyword ranks.  ...  This suggests that keyword ranking is endogenous and a firm's bids are likely to be based on the same keyword's past performance.  ... 
doi:10.1145/1341531.1341563 dblp:conf/wsdm/GhoseY08 fatcat:azeeflx7njfdvkr5pgfowm65yy

An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets

Anindya Ghose, Sha Yang
2009 Social Science Research Network  
Our results provide descriptive and quantitative insights to advertisers about what attributes of sponsored keyword advertisements contribute to variation in advertiser value, and how much to invest in  ...  Using a simultaneous equations model, we quantify the impact of keyword type and length, position of the advertisement and the landing page quality on consumer search and purchase behavior as well as on  ...  Katona &Sarvary (2007) build a model of competition in sponsored search and find that the interaction between search listings and paid links determine equilibrium bidding behavior.  ... 
doi:10.2139/ssrn.1022467 fatcat:yo6xg3jvwzhb7a4uegdq3f4xcu

An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets

Anindya Ghose, Sha Yang
2009 Management science  
Our results provide descriptive and quantitative insights to advertisers about what attributes of sponsored keyword advertisements contribute to variation in advertiser value, and how much to invest in  ...  Using a simultaneous equations model, we quantify the impact of keyword type and length, position of the advertisement and the landing page quality on consumer search and purchase behavior as well as on  ...  Katona &Sarvary (2007) build a model of competition in sponsored search and find that the interaction between search listings and paid links determine equilibrium bidding behavior.  ... 
doi:10.1287/mnsc.1090.1054 fatcat:yrp2tqel3bcexj46v4jxvdehgu

Adaptive modeling for large-scale advertisers optimization

Qiufeng Wang, Kaizhu Huang, Song Li, Wei Yu
2017 Big Data Analytics  
automatically suggest the relevant and competitive keywords to match queries of users input, bid suggestion which can efficiently give rational bids to help win the participated auctions and budget optimization  ...  Main body: In this paper, we provide a review of the recent progress on adaptive modeling for the task of large-scale advertisers optimization in paid search, including keyword recommendation which can  ...  Acknowledgements We would like to thank all of the members in BingAds Adinsight team and PM team at Microsoft for their discussion and help on this work, e.g., Mirror Xu, Nan Chen, Mingzhi Zheng, Huifeng  ... 
doi:10.1186/s41044-017-0024-6 fatcat:i5cr5al525bj7ovw36elhupcs4
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