Optimal Budget Allocation Across Search Advertising Markets

Published Online:https://doi.org/10.1287/ijoc.2014.0626

References

  • Abrams Z, Mendelevitch O, Tomlin J (2007) Optimal delivery of sponsored search advertisements subject to budget constraints. Proc. 8th ACM Conf. Electronic Commerce (ACM, New York), 272–278.CrossrefGoogle Scholar
  • Amin K, Kearns M, Key P, Schwaighofer A (2012) Budget optimization for sponsored search: Censored learning in MDPs. 28th Conf. Uncertainty Artificial Intelligence (AUAI Press, Catalina Island, CA), 54–63.Google Scholar
  • Aravindakshan A, Naik P (2011) How does awareness evolve when advertising stops? The role of memory. Marketing Lett. 22(3):315–326.CrossrefGoogle Scholar
  • Berkowitz D, Allaway A, D’Souza G (2001) Estimating differential lag effects for multiple media across multiple stores. J. Advertising 30(4):59–65.CrossrefGoogle Scholar
  • Bertsekas DP (1995) Dynamic Programming and Optimal Control, Vol. 1 (Athena Scientific, Belmont, MA).Google Scholar
  • Du R, Hu Q, Ai S (2007) Stochastic optimal budget decision for advertising considering uncertain sales responses. Eur. J. Oper. Res. 183(3):1042–1054.CrossrefGoogle Scholar
  • Erickson GM (1992) Empirical analysis of closed-loop duopoly advertising strategies. Management Sci. 38(12):1732–1749.LinkGoogle Scholar
  • Feldman J, Muthukrishnan S, Pal M, Stein C (2007) Budget optimization in search-based advertising auctions. Proc. 9th ACM Conf. Electronic Commerce (ACM, New York), 40–49.CrossrefGoogle Scholar
  • Feng J, Bhargava HK, Pennock DM (2007) Implementing sponsored search in Web search engines: Computational evaluation of alternative mechanisms. INFORMS J. Comput. 19(1):137–148.LinkGoogle Scholar
  • Fischer M, Albers S, Wagner N, Frie M (2011) Dynamic marketing budget allocation across countries, products, and marketing activities. Marketing Sci. 30(4):568–585.LinkGoogle Scholar
  • Fruchter GE, Dou W (2005) Optimal budget allocation over time for keyword ads in Web portals. J. Optim. Theory Appl. 124(1): 157–174.CrossrefGoogle Scholar
  • Fuller AT (1963) Bibliography of Pontryagin’s maximum principle. J. Electronics Control 15(5):513–517.CrossrefGoogle Scholar
  • Google Inc. (2014) 2014 financial tables. Accessed September 16, 2014, http://investor.google.com/financial/tables.html.Google Scholar
  • Graepel T, Candela JQ, Borchert T, Herbrich R (2010) Web-scale Bayesian click-through rate prediction for sponsored search advertising in Microsoft’s Bing search engine. Proc. 27th Internat. Conf. Machine Learn. (ICML-10), 13–20.Google Scholar
  • Gummadi R, Key PB, Proutiere A (2011) Optimal bidding strategies in dynamic auctions with budget constraints. Comm., Control, Comput. (Allerton), 2011 49th Annual Allerton Conf., Haifa, Israel, 588.CrossrefGoogle Scholar
  • Hax AC, Majluf NS (1982) Competitive cost dynamics: The experience curve. Interfaces 12(5):50–61.LinkGoogle Scholar
  • Holthausen JDM, Assmus G (1982) Advertising budget allocation under uncertainty. Management Sci. 28(5):487–499.LinkGoogle Scholar
  • Krishnamoorthy A, Prasad A, Sethi SP (2010) Optimal pricing and advertising in a durable-good duopoly. Eur. J. Oper. Res. 200(2):486–497.CrossrefGoogle Scholar
  • Little JDC (1979) Aggregate advertising models: The state of the art. Oper. Res. 27(4):629–667.LinkGoogle Scholar
  • Mohamed N, Ahmad MH, Ismail Z, Suhartono S (2010) Double seasonal ARIMA model for forecasting load demand. Matematika 26(2):217–231.Google Scholar
  • Muthukrishnan S, Pál M, Svitkina Z (2010) Stochastic models for budget optimization in search-based advertising. Algorithmica 58(4):1022–1044.CrossrefGoogle Scholar
  • Naik PA, Mantrala MK, Sawyer AG (1998) Planning media schedules in the presence of dynamic advertising quality. Marketing Sci. 17(3):214–235.LinkGoogle Scholar
  • Nerlove M, Arrow KJ (1962) Optimal advertising policy under dynamic conditions. Economica 29(114):129–142.CrossrefGoogle Scholar
  • Özlük Ö, Cholette S (2007) Allocating expenditures across keywords in search advertising. J. Revenue Pricing Management 6(4): 347–356.CrossrefGoogle Scholar
  • Raghavan H, Hillard D (2009) A relevance model based filter for improving ad quality. Proc. 32nd Internat. ACM SIGIR Conf. Res. Development Inform. Retrieval (ACM, New York), 762–763.CrossrefGoogle Scholar
  • Rao AG, Rao MR (1983) Optimal budget allocation when response is S-shaped. Oper. Res. Lett. 2(5):225–230.CrossrefGoogle Scholar
  • Sasieni MW (1971) Optimal advertising expenditure. Management Sci. 18(4, Part II):P-64–P-72.Google Scholar
  • Search Engine Watch (2006) The search engine report—Number 117. Accessed September 16, 2014, http://searchenginewatch.com/article/2064122/The-Search-Engine-Report-Number-117.Google Scholar
  • Sethi SP (1973) Optimal control of the Vidale-Wolfe advertising model. Oper. Res. 21(4):998–1013.LinkGoogle Scholar
  • Sethi SP (1977) Dynamic optimal control models in advertising: A survey. SIAM Rev. 19(4):685–725.CrossrefGoogle Scholar
  • Sethi SP (1983) Deterministic and stochastic optimization of a dynamic advertising model. Optimal Control Appl. Methods 4(2):179–184.CrossrefGoogle Scholar
  • Sethi SP, Thompson GL (2000) Optimal Control Theory: Applications to Management Science and Economics, 2nd ed. (Springer, New York).Google Scholar
  • Sethi SP, Prasad A, He X (2008) Optimal advertising and pricing in a new-product adoption model. J. Optim. Theory Appl. 139(2): 351–360.CrossrefGoogle Scholar
  • Sorger G (1989) Competitive dynamic advertising: A modification of the case game. J. Econom. Dynam. Control 13(1):55–80.CrossrefGoogle Scholar
  • Sutherland M (2009) Advertising and the Mind of the Consumer (Allen & Uwin, St. Leonards, NSW, Australia).Google Scholar
  • Tull DS, Wood VR, Duhan D, Gillpatrick T, Robertson KR, Helgeson JG (1986) “Leveraged” decision making in advertising: The flat maximum principle and its implications. J. Marketing Res. 23(1):25–32.CrossrefGoogle Scholar
  • Varian H (2006) The economics of Internet search. Rivista di Politica Economica 96(11/12):177–191.Google Scholar
  • Vidale ML, Wolfe HB (1957) An operations-research study of sales response to advertising. Oper. Res. 5(3):370–381.LinkGoogle Scholar
  • Yang Y, Zhang J, Qin R, Li J, Liu B, Liu Z (2013) Budget optimization strategies in uncertain environments of search auctions: A preliminary investigation. IEEE Trans. Services Comput. 6(2): 168–176.CrossrefGoogle Scholar
  • Yang Y, Zhang J, Qin R, Li J, Wang F, Qi W (2012) A budget optimization framework for search advertisements across markets. IEEE Trans. Systems, Man, Cybernetics, Part A 42(5):1141–1151.CrossrefGoogle Scholar
  • Yao S, Mela CF (2011) A dynamic model of sponsored search advertising. Marketing Sci. 30(3):447–468.LinkGoogle Scholar
  • Zhang X, Feng J (2005) Price cycles in online advertising auctions. Proc. 26th Internat. Conf. Inform. Systems (ICIS), Las Vegas, NV, 769–781.Google Scholar
  • Zhang X, Feng J (2011) Cyclical bid adjustments in search-engine advertising. Management Sci. 57(9):1703–1719.LinkGoogle Scholar
INFORMS site uses cookies to store information on your computer. Some are essential to make our site work; Others help us improve the user experience. By using this site, you consent to the placement of these cookies. Please read our Privacy Statement to learn more.