A novel approach for bidding on keywords in newly set-up search advertising campaigns

2015 ◽  
Vol 49 (5/6) ◽  
pp. 668-691 ◽  
Author(s):  
Nadia Abou Nabout
Keyword(s):  
Search Engine ◽  
Design Methodology ◽  
Content Type ◽  
Search Advertising ◽  
Exact Approach ◽  
Novel Approach ◽  
Search Engine Advertising ◽  
Set Up ◽  
First Time ◽  
Better Than

Purpose – This purpose of this article is to solve the problem of bidding on keywords in newly set-up search engine advertising campaigns. Advertisers setting up search engine advertising campaigns for the first time need to place bids on keywords, but typically lack experience and data to determine ranks that maximize a keyword’s profit (generally referred to as a cold-start problem). Design/methodology/approach – The authors suggest that advertisers collect data from the Google Keyword Planner to obtain precise estimates of the percentage increases in prices per click and click-through rates, which are needed to calculate optimal bids (exact approach). Together with the profit contribution per conversion and the conversion rate, the advertiser might then set bids that maximize profit. In case advertisers cannot afford to collect the required data, the authors suggest two proxy approaches and evaluate their performance using the exact approach as a benchmark. Findings – The empirical study shows that both proxy approaches perform reasonably well, the easier approach to implement (Proxy 2) sometimes performs even better than the more sophisticated one (Proxy 1). As a consequence, advertisers might just use this very simple proxy when bidding on keywords in newly set-up search engine advertising campaigns. Originality/value – This research extends the stream of literature on how to determine optimal bids, which so far focuses on campaigns that are already running and where the required data to calculate bids are already available. This research offers a novel approach of determining bids when advertisers lack the aforementioned information.

Prevention is better than cure

2020 ◽  
Vol 36 (4) ◽  
pp. 36-38
Keyword(s):  
Middle Ages ◽  
Design Methodology ◽  
Reading Time ◽  
East India Company ◽  
Content Type ◽  
Pertinent Information ◽  
Set Up ◽  
A Company ◽  
Practical Implications ◽  
Better Than

Purpose Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings When looking at human history, it is interesting to note that companies are a relatively recent phenomenon. They started appearing mostly in Japan in Medieval times, before growing more widely in the Middle Ages before becoming international with the likes of the East India Company and others that were set up with the agreement of the British Crown. Since their beginning, there has always been a strong theme attached to firms which has likened then to human bodies. People refer to the ‘heart’ of a company or its ‘soul’; firms are described as ‘ailing’ or ‘thriving’; even the word ‘corporation’ comes from the Latin word for body. It seems that in seeking to understand how firms work, we use anthropomorphic language to describe them. Practical implications Provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/Value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Multichannel advertising: does print advertising affect search engine advertising?

2014 ◽  
Vol 48 (9/10) ◽  
pp. 1731-1756 ◽  
Author(s):  
Rainer Olbrich ◽  
Carsten D. Schultz
Keyword(s):  
Search Engine ◽  
Path Model ◽  
Future Research ◽  
Print Advertising ◽  
Content Type ◽  
Search Advertising ◽  
Advertising Budget ◽  
Starting Point ◽  
Search Engine Advertising ◽  
Click Through Rate

Purpose – The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters. Secondly, we examine the effect of print advertising on search engine advertising Design/methodology/approach – Based on advertising data for a three-year period, we test the hypotheses by means of a path model with the aid of partial least squares. Findings – The advertising budget and the degree of keyword matching yield the greatest effect on the number of signed contracts. The click-through rate and the bid amount contribute, to a lesser extent, to explaining this financial target variance. The number of keywords had no significant effect. The study did not yield significant evidence of print advertising, directly affecting the number of search engine advertisement impressions, but showed an indirect effect of print advertising on the number of conversions, induced directly by search engine advertising. Research limitations/implications – The multichannel relationship of print and search engine advertising, including its campaign parameters, provides a starting point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the advertising effects. Practical implications – The multichannel effect needs to be quantified and taken into account when evaluating print advertising and search advertising campaigns and the future advertising mix is planned. Originality/value – The study extends the field of search engine advertising in the direction of multichannel effects. In comparison to previous research, empirical evidence on the multichannel usage of print advertising and search engine advertising, related to an overall economic target, is provided.

Interest rate option hedging portfolios without bank account

2019 ◽  
Vol 37 (1) ◽  
pp. 134-142
Author(s):  
Alberto Bueno-Guerrero
Keyword(s):  
Design Methodology ◽  
Contingent Claim ◽  
Necessary And Sufficient Condition ◽  
Barrier Option ◽  
Bank Account ◽  
Content Type ◽  
Option Hedging ◽  
Hedging Portfolio ◽  
Necessary And Sufficient ◽  
First Time

Purpose This paper aims to study the conditions for the hedging portfolio of any contingent claim on bonds to have no bank account part. Design/methodology/approach Hedging and Malliavin calculus techniques recently developed under a stochastic string framework are applied. Findings A necessary and sufficient condition for the hedging portfolio to have no bank account part is found. This condition is applied to a barrier option, and an example of a contingent claim whose hedging portfolio has a bank account part different from zero is provided. Originality/value To the best of the authors’ knowledge, this is the first time that this issue has been addressed in the literature.

The carmine dilemma: does the natural colourant preference outweigh nausea?

2018 ◽  
Vol 120 (8) ◽  
pp. 1915-1928
Author(s):  
Judith Müller-Maatsch ◽  
Johannes Jasny ◽  
Katharina Henn ◽  
Claudia Gras ◽  
Reinhold Carle
Keyword(s):  
Design Methodology ◽  
Consumer Perception ◽  
Natural Food ◽  
German Population ◽  
Misleading Information ◽  
Content Type ◽  
Broad Cross Section ◽  
First Time ◽  
Self Administered Questionnaire ◽  
Insight Into

Purpose The purpose of this paper is to provide insight into the consumers’ perception of natural and artificial food colourants. Furthermore, attitudes towards the application of carmine, being technically important and ubiquitously used to impart red shades, are assessed and analysed. Originating from insects, carmine is considered as natural but may arouse disgust. Design/methodology/approach In total, 625 individuals were surveyed using an online, self-administered questionnaire to represent a broad cross-section of the German population. Findings Independent of their origin, the application of colourants was rejected by 57.0 per cent of the interviewees. In total, 31.8 per cent of the participants stated a neutral attitude, while only 11.2 per cent expressed a positive notion. Most respondents preferred colourants from natural sources to artificial ones. While consumers perceive natural food colourants composed of genuine plant pigments positively, 61.6 per cent of respondents disliked the application of animal-derived colourants, 24.8 per cent of them did neither reject nor like it, and only 13.6 per cent of the interviewees stated a positive attitude towards them. The findings of this paper further indicate consumers’ preference for colourants to be either artificial or plant-derived rather than carmine. Food colourants are being rejected, possibly due to misleading information and confusing labelling. Consequently, information about carmine, including its origin and production, did not increase the aversion to products that are dyed with it, but increased their acceptance. Originality/value This study outlines consumer perception and attitudes towards food colourants. For the first time, the findings of this paper report the effect of revealing information about an additive, which initially aroused disgust, and its influence on consumer perception.

A multi-manned assembly line balancing problem with classified teams: a new approach

2016 ◽  
Vol 36 (1) ◽  
pp. 51-59 ◽  
Author(s):  
Hamid Yilmaz ◽  
Mustafa Yilmaz
Keyword(s):  
Design Methodology ◽  
Assembly Line ◽  
Assembly Line Balancing ◽  
Line Balancing ◽  
Test Problems ◽  
New Approach ◽  
Content Type ◽  
Line Test ◽  
Assembly Line Balancing Problem ◽  
First Time

Purpose – Within team-oriented approaches, tasks are assigned to teams before being assigned to workstations as a reality of industry. So it becomes clear, which workers assemble which tasks. Design/methodology/approach – Team numbers of the assembly line can increase with the number of tasks, but at the same time, due to physical situations of the stations, there will be limitations of maximum working team numbers in a station. For this purpose, heuristic assembly line balancing (ALB) procedure is used and mathematical model is developed for the problem. Findings – Well-known assembly line test problems widely used in the literature are solved to indicate the effectiveness and applicability of the proposed approach in practice. Originality/value – This paper draws attention to ALB problem in which workers have been assigned to teams in advance due to the need for specialized skills or equipment on the line for the first time.

Current CITE-ings from the popular and trade computing press: telework and telecommuting

2016 ◽  
Vol 33 (1) ◽  
pp. 21-22 ◽  
Author(s):  
Martin Kesselman
Keyword(s):  
Literature Review ◽  
Design Methodology ◽  
Virtual Reference ◽  
Content Type ◽  
Advantages And Disadvantages ◽  
Better Than

Purpose – This article examines Current CITE-ings from the Popular and Trade Computing Press, Telework and Telecommuting Design/methodology/approach – The methodology adopted is a literature review. Findings – Readily available technologies now allow librarians to perform most of their work-offsite. Some traditional building-based services such as reference, have been taken over by virtual reference and now even instruction offers options on par with or even better than classroombased questions such as a webinar that can be viewed and reviewed at any time or by having librarians embedded into various courseware packages. Researchlimitations/implications – Librarians no longer need be limited to a single library; groups of subject librarians can work together in the cloud to provide services to multiple universities. Originality/value – This article collates some articles from the non-library literature that mayprovide some ideas and review advantages and disadvantages for both the library and employee

Using transfer learning for diabetic retinopathy stage classification

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Enas M.F. El Houby
Keyword(s):  
Diabetic Retinopathy ◽  
Transfer Learning ◽  
Grade Level ◽  
Design Methodology ◽  
Content Type ◽  
Stage Classification ◽  
Set Up ◽  
Retinal Fundus ◽  
Automated Methods

PurposeDiabetic retinopathy (DR) is one of the dangerous complications of diabetes. Its grade level must be tracked to manage its progress and to start the appropriate decision for treatment in time. Effective automated methods for the detection of DR and the classification of its severity stage are necessary to reduce the burden on ophthalmologists and diagnostic contradictions among manual readers.Design/methodology/approachIn this research, convolutional neural network (CNN) was used based on colored retinal fundus images for the detection of DR and classification of its stages. CNN can recognize sophisticated features on the retina and provides an automatic diagnosis. The pre-trained VGG-16 CNN model was applied using a transfer learning (TL) approach to utilize the already learned parameters in the detection.FindingsBy conducting different experiments set up with different severity groupings, the achieved results are promising. The best-achieved accuracies for 2-class, 3-class, 4-class and 5-class classifications are 86.5, 80.5, 63.5 and 73.7, respectively.Originality/valueIn this research, VGG-16 was used to detect and classify DR stages using the TL approach. Different combinations of classes were used in the classification of DR severity stages to illustrate the ability of the model to differentiate between the classes and verify the effect of these changes on the performance of the model.

A missing link: a distributed cognitive perspective on fit

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gayanga Bandara Herath
Keyword(s):  
Design Methodology ◽  
Social Systems ◽  
Cognitive Perspective ◽  
Missing Link ◽  
Content Type ◽  
Narrow Focus ◽  
Cognitive Framework ◽  
Novel Approach ◽  
Complex Social Systems

PurposeThis article presents a cognitive framework to study dynamic/adaptive aspects of a collection of popular fit measures used in organisation research, in an attempt to highlight what there is to be gained.Design/methodology/approachThis paper uses a distributed e-cognition (DEC) framework to examine the current organisational literature of fit measures.FindingsThis paper highlights that most measures have a rather narrow focus and do not address dynamic/adaptive aspects in complex social systems (e.g. organisations). To both provide a way to integrate fit measures and cover the cognition gap in this literature, this article highlights the need for a more sophisticated measure.Originality/valueThis paper provides a novel approach to examining organisational fit literature through a distributed (e)-cognitive framework.

European sources for advertising and marketing history

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jeannette Strickland
Keyword(s):  
Latin America ◽  
Design Methodology ◽  
Western Europe ◽  
Original Study ◽  
Eastern Bloc ◽  
Online Searching ◽  
Content Type ◽  
Marketing History ◽  
The World ◽  
First Time

Purpose This paper aims to build on Fred Beard’s study of the world’s archives to identity historical advertising and marketing ephemera, published in this journal in 2018, by focussing on resources available in Europe to augment his survey. Design/methodology/approach Online searching, supplemented by literature emanating from the business archive sector, led to the identification of 177 repositories or online sites in Europe holding advertising and marketing archives of significance for researchers. These are set out in two accompanying tables. Findings A wide diversity of European archives that are open to researchers is revealed in this paper. Many are the archives of the business themselves, but a number of collecting repositories are also listed, brought together for the first time. Research limitations/implications This paper focusses solely on Europe but does not claim to be comprehensive, as the study was time-limited and readers will, no doubt, know of resources that the author has missed. The findings relate mostly to Western Europe, so there is scope for further study to encompass archives in the former eastern bloc. Exploration of sources in Africa, Asia and Latin America would further supplement Beard’s original study. Originality/value This research brings together the broadest list of advertising and marketing sources open to researchers in Europe published to date. As Beard’s focus was more on the Americas, this examination redresses the balance with an array of European sources which, it is hoped, will contribute to the greater use of many little-known or under-researched resources by researchers across the world.

“Never the first time on a patient”: the stakes of high-fidelity simulation for safety training

2018 ◽  
Vol 32 (5) ◽  
pp. 23-25 ◽  
Author(s):  
Lucie Cuvelier
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Safety Training ◽  
High Fidelity ◽  
High Fidelity Simulation ◽  
Content Type ◽  
Pertinent Information ◽  
First Time ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings An operative approach is described that is designed to structure the debriefing along three axes. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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