Budget-constrained bidding in the sponsored search

Xiarong Li, Daniel Dajun Zeng, Yanwu Yang

Research output: Contribution to conferencePaper

Abstract

In this paper, we study the budget-constrained bidding problems in sponsored search. Our findings illustrate that, compared to budget-irrespective bidding, advertisers can obtain equal even better return-on-investment (ROI) when considering theirs and the competitor's budget constrains.

Original languageEnglish (US)
Pages221-222
Number of pages2
StatePublished - Jan 1 2011
Event21st Workshop on Information Technologies and Systems, WITS 2011 - Shanghai, China
Duration: Dec 3 2011Dec 4 2011

Other

Other21st Workshop on Information Technologies and Systems, WITS 2011
CountryChina
CityShanghai
Period12/3/1112/4/11

Keywords

  • Budget-constrained
  • Keyword auctions
  • Sponsored search

ASJC Scopus subject areas

  • Information Systems

Cite this

Li, X., Zeng, D. D., & Yang, Y. (2011). Budget-constrained bidding in the sponsored search. 221-222. Paper presented at 21st Workshop on Information Technologies and Systems, WITS 2011, Shanghai, China.