College of Business {College of Business}

Image: Photos of SF State students

Allocating Expenditures across Keywords in Search Advertising

Directory : Faculty : Intellectual Contributions

Intellectual Contribution by Susan Cholette

Contribution Title

Allocating Expenditures across Keywords in Search Advertising


International Journal of Pricing and Revenue Management






An increasingly popular venue for advertisers is the keyword advertising on the web pages of search engines. Advertisers bid for keywords, where bid price determines ad placement, which in turn affects the response function, defined as the click _through rate. Advertisers typically have a fixed daily budget that should not be exceeded, so an advertiser must allocate the budget as productively as possible by selecting which keywords to use and then deciding how much to allocate for each keyword. We construct and examine a model for this selection and allocation process.

Complete Citation

I am second author on this.


See Faculty: Susan Cholette

SF State Home