Optimal keyword bidding in search-based advertising with target exposure levels

DOI10.1016/J.EJOR.2012.10.032MaRDI QIDQ2253553zbMATH OpenOpenAlexFDO

Authors B. Selçuk, Özgür Özlük

Publication date 27 July 2014

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

Full work available at URL https://doi.org/10.1016/j.ejor.2012.10.032

zbMATH Keywords

Internetknapsack problemnonlinear optimizationpricingsearch advertising

Mathematics Subject Classification ID

Marketing, advertising (90B60) Combinatorial optimization (90C27)

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Cited in

(9)

• Sponsored search advertising and dynamic pricing for perishable products under inventory-linked customer willingness to pay
• Keyword portfolio optimization in paid search advertising
• Optimal keyword bids in search-based advertising with stochastic advertisement positions
• Optimal dynamic multi-keyword bidding policy of an advertiser in search-based advertising
• Optimal Budget Allocation Across Search Advertising Markets
• The impact of organic links in position auctions with popular versus niche keywords
• Bidding for an optimal portfolio of keywords in sponsored search advertising: from generic to branded keywords
• The optimal advertising strategy with differentiated targeted effect consumers
• Keyword-level Bayesian online bid optimization for sponsored search advertising

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