Paper Info
Title
Bid generation for advanced match in sponsored search
Abstract
Sponsored search is a three-way interaction between advertisers, users, and the search engine. The basic ad selection in sponsored search, lets the advertiser choose the exact queries where the ad is to be shown. To increase advertising volume, many advertisers opt into advanced match, where the search engine can select additional queries that are deemed relevant for the advertiser's ad. In advanced match, the search engine is effectively bidding on the behalf of the advertisers. While advanced match has been extensively studied in the literature from the ad relevance perspective there is little work that discusses how to infer the appropriate bid value for a given advanced match. The bid value is crucial as it affects both the ad placement in revenue reordering and the amount advertisers are charged in case of a click. We propose a statistical approach to solve the bid generation problem and examine two information sources: the bidding behavior of advertisers, and the conversion data. Our key finding suggests that sophisticated advertisers' bids are driven by many factors beyond clicks and immediate measurable conversions, likely capturing the value chain of an ad display ranging from views, clicks, profit margins, etc., representing the total ROI from the advertising.
Year
DOI
Venue
2011
10.1145/1935826.1935901
WSDM
Keywords
Field
DocType
machine learning,profitability,search engine,optimization,value chain
Revenue,Data mining,World Wide Web,Search engine,Share of voice,Information retrieval,Computer science,Profit margin,Value chain,Bidding
Conference
Citations 
PageRank 
References 
7
0.66
12
Authors
5
Name
Order
Citations
PageRank
Andrei Broder17357920.20
Evgeniy Gabrilovich24573224.48
Vanja Josifovski32265148.84
George Mavromatis4181.29
Alexander J. Smola5196271967.09