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2022 ◽  
Vol 18 (1) ◽  
pp. 0-0

Budget constrained sponsored search advertisers must decide how to allocate their advertisement budget across ad campaigns and individual keywords. In this paper, a simulation model that integrates the complex issues involved in keyword segmentation and campaign organization is used to evaluate performance of various budget allocation strategies. Using the buying funnel model as the basis for keyword segmentation and campaign organization, we analyze Volume-based, Cost-based, and Clicks-based budget allocation strategies and evaluate their performance implications for different firms. The simulation model is empirically evaluated using four Fortune 500 companies and their keyword data obtained from a leading provider of keyword research technology. The results and statistical analyses show significant improvements in budget utilization using the proposed allocation strategies over a Baseline commonly used in practice. The study offers useful insights into the budget allocation problem by leveraging a theoretical framework for keyword segmentation and campaign management.


2021 ◽  
Vol 40 (5) ◽  
pp. 923-945
Author(s):  
Andrey Simonov ◽  
Shawndra Hill
Keyword(s):  

Competitive advertising on brand keywords of rivals in sponsored search is effective in generating traffic, if rivals do not defend their traffic.


2021 ◽  
pp. 1-18
Author(s):  
Qing Huang ◽  
Bingjia Shao ◽  
Xiaoling Li ◽  
Tao He ◽  
Juanyi (Sunny) Liu ◽  
...  

Author(s):  
Divya Padmanabhan ◽  
Satyanath Bhat ◽  
K. J. Prabuchandran ◽  
Shirish Shevade ◽  
Y. Narahari

Author(s):  
Yijiang Lian ◽  
Zhijie Chen ◽  
Xin Pei ◽  
Shuang Li ◽  
Yifei Wang ◽  
...  

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