Keyword portfolio optimization in paid search advertising

DOI10.1016/J.EJOR.2022.03.006MaRDI QIDQ2158034zbMATH OpenOpenAlexFDO

Authors Efthymia Symitsi, Raphael N. Markellos, Murali K. Mantrala

Publication date 22 July 2022

Published in European Journal of Operational Research (Search for Journal in Brave)

Copyright license Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Full work available at URL https://doi.org/10.1016/j.ejor.2022.03.006

zbMATH Keywords

budget allocationMarkowitz portfolio theoryOR in marketingpaid search advertisingsearch volume index

Mathematics Subject Classification ID

Operations research and management science (90Bxx)

Recommendations

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Cites work

• A survey on risk-averse and robust revenue management
• Complementary pivot theory of mathematical programming
• Forecasting and planning during a pandemic: COVID-19 growth rates, supply chain disruptions, and governmental decisions
• Forecasting private consumption: survey-based indicators vs. Google Trends
• Learning and pricing models for repeated generalized second-price auction in search advertising
• On sales effort and pricing decisions under alternative risk criteria
• Optimal keyword bidding in search-based advertising with target exposure levels
• Preface to the special issue: 60 years following Harry Markowitz's contributions in portfolio theory and operations research
• Sponsored search advertising and dynamic pricing for perishable products under inventory-linked customer willingness to pay

Cited in

(2)

• Bidding for an optimal portfolio of keywords in sponsored search advertising: from generic to branded keywords
• Keyword-level Bayesian online bid optimization for sponsored search advertising

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