"PROSAD: A Bidding Decision Support System for Profit Optimizing Search Engine Advertising" by Bernd Skiera, Goethe University, Nadia Abou Nabout, Goethe University and Steffen Vogel, SEA.
The authors present a model-based decision support system to enable optimal bidding for key words as well as facilitating human intervention in the process of bidding for those key words. They apply the approach in a field experiment at SoQuero, a Frankfort-based online advertising agency that manages search engine optimization campaigns for more than 40 advertisers. They show that the existing system (which yields an average keyword position of 2.97 versus 3.79 for the DSS-purchased keywords) leads to significant overpayment for the keywords, with profits after acquisition costs of -0.13 euro per keyword for the existing system versus 6.24 euro per keyword with the DSS.
It looks like no one has posted a comment yet. You can be the first!
- March 21, 2012 14:36
- All Rights Reserved (What is this?)
- Additional Files
- 6211 times
More from 2011-2012
Added over 3 years ago | 00:38:25 | 3922 views
Added over 3 years ago | 00:40:54 | 5592 views
Added over 3 years ago | 00:03:31 | 3481 views