College of Business {College of Business}

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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

Publication

International Journal of Pricing and Revenue Management

Co-author

Ozluk

Year

2007

Description

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.

Website

See Faculty: Susan Cholette

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