A predictive model for advertiser value-per-click in sponsored search
Explore this paper's citation graph
Summary
An approach to keyword value prediction that draws on advertiser bidding behavior across the terms and campaigns in an account and takes advantage of the hierarchical structure of sponsored search accounts is proposed.
- Type
- article
- Published
- 2013-05-13
- Cited by
- 14
- References
- 22
- OpenAlex
- https://openalex.org/W18167294
- Semantic Scholar
- https://api.semanticscholar.org/CorpusID:17259368
Keywords
Computer science, Value (mathematics), Click-through rate, Predictive value, Information retrieval
References
- A Brief Introduction to Boosting
- GOODNESS-OF-FIT IN OPTIMIZING MODELS
- A Model of Individual Keyword Performance in Paid Search Advertising
- Data Analysis Using Regression and Multilevel/Hierarchical Models
- Bid generation for advanced match in sponsored search
- Sponsored Search Auctions
- Advertising keyword suggestion based on concept hierarchy
- Stochastic variability in sponsored search auctions: observations and models
- Revenue analysis of a family of ranking rules for keyword auctions
- Clustering with Bregman Divergences
- How much can behavioral targeting help online advertising?
- Improving ad relevance in sponsored search
- An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets
- Strategic bidder behavior in sponsored search auctions
- Gender demographic targeting in sponsored search
- A Structural Model of Sponsored Search Advertising Auctions
- Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords
- CAMBRIDGE UNIVERSITY PRESS
- Position auctions
- Discrete Choice Models of Bidder Behavior in Sponsored Search
Cited by
- Sponsored Search Auctions
- Empirical Analysis of Search Advertising Strategies
- Promoting Positive Post-Click Experience for In-Stream Yahoo Gemini Users
- Improving Post-Click User Engagement on Native Ads via Survival Analysis
- Friendly, Appealing or Both?: Characterising User Experience in Sponsored Search Landing Pages
- Predicting Audio Advertisement Quality
- You must have clicked on this ad by mistake! Data-driven identification of accidental clicks on mobile ads with applications to advertiser cost discounting and click-through rate prediction
- Dynamic Hierarchical Empirical Bayes: A Predictive Model Applied to Online Advertising
- Engagement Estimation in Advertisement Videos with EEG
- Uncovering Bias in Ad Feedback Data Analyses & Applications✱
- Multi-Head Online Learning for Delayed Feedback Modeling
- Fairness in the Autobidding World with Machine-learned Advice
- A Bayesian Approach for Accurate Classification-Based Aggregates