Integrating Keyword Segmentation and Budget Allocation Decisions in Sponsored Search Advertising: An Exploratory Simulation Study

Budget constrained sponsored search advertisers must decide how to allocate their advertisement budget across ad campaigns and individual keywords. In this paper, a simulation model that integrates the complex issues involved in keyword segmentation and campaign organization is used to evaluate perf...

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Veröffentlicht in:	International journal of e-business research 2022-08, Vol.18 (1), p.1-23
Hauptverfasser:	Ayanso, Anteneh, Visser, Derek, Yoogalingam, Reena, Kusy, Martin
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising campaigns Bids Budgets Business metrics Cost analysis Keywords Marketing Optimization Performance evaluation Search engines Segmentation Simulation Simulation models Statistical analysis
Online-Zugang:	Volltext
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