Search Advertising: Budget Allocation Across Search Engines

References

• Amaldoss W, Desai PS, Shin W (2015) Keyword search advertising and first-page bid estimates: A strategic analysis. Management Sci. 61(3):507–519.Link, Google Scholar
• Ashlagi I, Edelman BG, Lee HS (2013) Competing ad auctions. Working Paper 10-055, Harvard Business School NOM Unit, Cambridge, MA.Google Scholar
• Ashlagi I, Monderer D, Tennenholtz M (2011) Simultaneous ad auctions. Math. Oper. Res. 36(1):1–13.Link, Google Scholar
• Ashlagi I, Braverman M, Hassidim A, Lavi R, Tennenholtz M (2010) Position auctions with budgets: Existence and uniqueness. BE J. Theoret. Econom. 10(1):Article 20.Google Scholar
• Benoit J-P, Krishna V (2001) Multiple-object auctions with budget constrained bidders. Rev. Econom. Stud. 68(1):155–179.Crossref, Google Scholar
• Berman R, Katona Z (2013) The role of search engine optimization in search marketing. Marketing Sci. 32(4):644–651.Link, Google Scholar
• Bhattacharya S, Goel G, Gollapudi S, Munagala K (2010) Budget constrained auctions with heterogeneous items. Proc. 42nd ACM Sympos. Theory Comput. (ACM, New York), 379–388.Google Scholar
• Borgs C, Chayes J, Immorlica N, Mahdian M, Saberi A (2005) Multi-unit auctions with budget-constrained bidders. Proc. 6th ACM Conf. Electronic Commerce (ACM, New York), 44–51.Google Scholar
• Burguet R, Sákovics J (1999) Imperfect competition in auction designs. Internat. Econom. Rev. 40(1):231–247.Crossref, Google Scholar
• Che Y-K, Gale I (1998) Standard auctions with financially constrained bidders. Rev. Econom. Stud. 65(1):1–21.Crossref, Google Scholar
• Che Y-K, Gale I (2000) The optimal mechanism for selling to a budget-constrained buyer. J. Econom. Theory 92(2):198–233.Crossref, Google Scholar
• Desai PS, Shin W, Staelin R (2014) The company that you keep: When to buy a competitor’s keyword. Marketing Sci. 33(4):485–508.Link, Google Scholar
• Dobzinski S, Lavi R, Nisan N (2012) Multi-unit auctions with budget limits. Games Econom. Behav. 74(2):486–503.Crossref, Google Scholar
• Edelman B, Ostrovsky M, Schwarz M (2007) Internet advertising and the generalized second price auction: Selling billions of dollars worth of keywords. Amer. Econom. Rev. 97(1):242–259.Crossref, Google Scholar
• Gavious A (2009) Separating equilibria in public auctions. BE J. Econom. Anal. Policy 9(1): https://doi.org/10.2202/1935-1682.2183.Google Scholar
• Haruvy E, Leszczyc PTLP, Carare O, Cox JC, Greenleaf EA, Jank W, Jap S, Park Y-H, Rothkopf MH (2008) Competition between auctions. Marketing Lett. 19(3–4):431–448.Google Scholar
• Katona Z, Sarvary M (2010) The race for sponsored links: Bidding patterns for search advertising. Marketing Sci. 29(2):199–215.Link, Google Scholar
• Koh Y (2013) Keyword auctions with budget-constrained bidders. Rev. Econom. Design 17(4):307–321.Crossref, Google Scholar
• Liu D, Chen J, Whinston A (2008) Competing keyword auctions. Working paper, University of Texas at Austin, Austin.Google Scholar
• Lu S, Zhu Y, Dukes A (2015) Position auctions with budget constraints: Implications for advertisers and publishers. Marketing Sci. 34(6):897–905.Link, Google Scholar
• McAfee RP (1993) Mechanism design by competing sellers. Econometrica 61(6):1281–1312.Crossref, Google Scholar
• Peters M, Severinov S (1997) Competition among sellers who offer auctions instead of prices. J. Econom. Theory 75(1):141–179.Crossref, Google Scholar
• Sayedi A, Jerath K, Srinivasan K (2014) Competitive poaching in sponsored search advertising and its strategic impact on traditional advertising. Marketing Sci. 33(4):586–608.Link, Google Scholar
• Shin W (2015) Keyword search advertising and limited budgets. Marketing Sci. 34(6):882–896.Link, Google Scholar
• Taylor G (2013) Search quality and revenue cannibalization by competing search engines. J. Econom. Management Strategy 22(3):445–467.Crossref, Google Scholar
• Varian HR (2007) Position auctions. Internat. J. Indust. Organ. 25(6):1163–1178.Crossref, Google Scholar
• Wilbur KC, Zhu Y (2009) Click fraud. Marketing Sci. 28(2):293–308.Link, Google Scholar
• Zhang K, Katona Z (2012) Contextual advertising. Marketing Sci. 31(6):980–994.Link, Google Scholar
• Zhu Y, Wilbur KC (2011) Hybrid advertising auctions. Marketing Sci. 30(2):249–273.Link, Google Scholar