Optimal Keywords Grouping in Sponsored Search Advertising Under Uncertain Environments
Author:
Affiliation:
1. School of Management, Huazhong University of Science and Technology, Luoyu Road, Wuhan 430074, China
Publisher
Informa UK Limited
Subject
Economics and Econometrics,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/10864415.2019.1683704
Reference54 articles.
1. A novel approach for bidding on keywords in newly set-up search advertising campaigns
2. The Impact of Competing Ads on Click Performance in Sponsored Search
3. Keyword Management Costs and “Broad Match” in Sponsored Search Advertising
4. Goodbye Pareto Principle, Hello Long Tail: The Effect of Search Costs on the Concentration of Product Sales
5. New Technology Briefing: Ten golden rules to search advertising
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