Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.11779/1063
Title: Optimal Keyword Bidding in Search-Based Advertising With Budget Constraint and Stochastic Ad Position
Authors: Özlük, Özgür
Selçuk, Barış
Küçükaydın, Hande
Keywords: Nonlinear optimisation
Knapsack problem
Stochastic models
Search-based advertising
Pricing
Internet
Publisher: Taylor & Francis
Source: Küçükaydin, H., Selçuk, B., & Özlük, O. (April 20, 2019). Optimal keyword bidding in search-based advertising with budget constraint and stochastic ad position. Journal of the Operational Research Society, 1-13.
Abstract: This paper analyses the search-based advertising problem from an advertiser’s view point, and proposes optimal bid prices for a set of keywords targeted for the advertising campaign. The advertiser aims to maximise its expected potential revenue given a total budget constraint from a search-based advertising campaign. Optimal bid prices are formulated by considering various characteristics of the keywords such that the expected revenue from a keyword is a function of the ad’s position on the search page, and the ad position is a stochastic function of both the bid price and the competitive landscape for that keyword. We explore this problem analytically and numerically in an effort to generate important managerial insights for campaign setters.
URI: https://doi.org/10.1080/01605682.2019.1567650
https://hdl.handle.net/20.500.11779/1063
ISSN: 0160-5682
1476-9360
Appears in Collections:Endüstri Mühendisliği Bölümü Koleksiyonu
Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection
WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection

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