Journal of Revenue and Pricing Management

, Volume 6, Issue 4, pp 347–356

Allocating expenditures across keywords in search advertising

Research Paper

Abstract

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.

Keywords

search-based advertising keyword advertising keyword bidding internet marketing resource allocation budget optimisation 

Copyright information

© Palgrave Macmillan 2007

Authors and Affiliations

  1. 1.Department of Decision SciencesCollege of Business, San Francisco State UniversitySan FranciscoUSA

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