Bidding for an optimal portfolio of keywords in sponsored search advertising: from generic to branded keywords

DOI10.1016/j.ejor.2022.10.021OpenAlexW4306632355MaRDI QIDQ6167386

Preetam Basu, Vaishnavi Tunuguntla, Krishanu Rakshit

Publication date: 10 July 2023

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

Full work available at URL: https://doi.org/10.1016/j.ejor.2022.10.021

zbMATH Keywords

e-commerceOR in marketingsponsored search advertisinggeneric searchbranded search

Mathematics Subject Classification ID

Operations research and management science (90Bxx)

Cites Work

• Unnamed Item
• Analyzing operational risk-reward trade-offs for start-ups
• Understanding the Memory Effects in Pulsing Advertising
• An Empirical Investigation of Advertising Strategies in a Dynamic Duopoly
• Feature Article—Aggregate Advertising Models: The State of the Art
• Optimal Bidding in Multi-Item Multislot Sponsored Search Auctions

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