Keyword Search Advertising and First-Page Bid Estimates: A Strategic Analysis
Published Online:23 Jan 2015https://doi.org/10.1287/mnsc.2014.2033
References
- (2013) First-page bid estimates and reputation in keyword search advertising. Working paper, Duke University, Durham, NC.Google Scholar
- (2011) Position auctions with consumer search. Quart. J. Econom. 126(3):1213–1270.Crossref, Google Scholar
- (2011) A structural model of sponsored search advertising auctions. Working paper, Stanford University, Stanford, CA.Google Scholar
- (2003) The winner’s curse, reserve prices, and endogenous entry: Empirical insights from eBay auctions. RAND J. Econom. 34(2):329–355.Crossref, Google Scholar
- (2002) Procurement favouritism and technology adoption. Eur. Econom. Rev. 46(1):73–91.Crossref, Google Scholar
- (2008) Quality score improvements. Inside AdWords (blog), August 21, http://adwords.blogspot.com/2008/08/quality-score-improvements.html.Google Scholar
- (2014) The company that you keep: When to buy a competitor’s keyword. Marketing Sci. 33(4):485–508.Link, Google Scholar
- (2007) Strategic bidder behavior in sponsored search auctions. Decision Support Systems 43(1):192–198.Crossref, Google Scholar
- (2010) Optimal auction design and equilibrium selection in sponsored search auctions. Amer. Econom. Rev. 100(2):597–602.Crossref, Google Scholar
- (2007) Internet advertising and the generalized second-price auction: Selling billions of dollars worth of keywords. Amer. Econom. Rev. 97(1):242–258.Crossref, Google Scholar
- (2014) Bayes–Nash equilibria of the generalized second-price auction. Games Econom. Behav. 86:421–437.Crossref, Google Scholar
- (2011) Top of page and first page bid estimates. PPC Hero (September 21), http://www.ppchero.com/top-of-page-and-first-page-bid-estimates/.Google Scholar
- Interactive Advertising Bureau (IAB) (2014) IAB Internet advertising revenue report, 2013 full year results, April 2014. Report, PricewaterhouseCoopers, New York.Google Scholar
- (2012) Exclusive display in sponsored search advertising. Working paper, Columbia University, New York.Google Scholar
- (2011) A “position paradox” in sponsored search auctions. Marketing Sci. 30(4):612–627.Link, Google Scholar
- (2006) Public versus secret reserve prices in eBay auctions: Results from a Pokemon field experiment. Adv. Econom. Anal. Policy 6(2):1–23.Google Scholar
- (2010) The race for sponsored links: Bidding patterns for search advertising. Marketing Sci. 29(2):199–215.Link, Google Scholar
- (2010) Ex ante information and the design of keyword auctions. Inform. Systems Res. 21(1):133–153.Link, Google Scholar
- (2009) Why it’s called first page bid “estimate”. Acquisio (blog), March 25, http://www.acquisio.com/blog/uncategorized/why-its-called-first-page-bid-estimate.Google Scholar
- (2010) The value of Google result positioning. Chitika Insights report (May 25), Chitika, Westborough, MA. http://insights.chitika.com/2010/the-value-of-google-result-positioning/.Google Scholar
- (2014) Competitive poaching in sponsored search advertising and its strategic impact on traditional advertising. Marketing Sci. 33(4):586–608.Link, Google Scholar
- (2015) Keyword search advertising and limited budgets. Working paper, University of Florida, Gainesville.Link, Google Scholar
- (2007) Position auctions. Internat. J. Indust. Organ. 25(6):1163–1178.Crossref, Google Scholar
- (1995) Bidding off the wall: Why reserve prices may be kept secret. J. Econom. Theory 65(2):575–584.Crossref, Google Scholar
- (2012) Contextual advertising. Marketing Sci. 31(6):980–994.Link, Google Scholar

