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Keyword portfolio optimization in paid search advertising - MaRDI portal

Keyword portfolio optimization in paid search advertising (Q2158034)

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Keyword portfolio optimization in paid search advertising
scientific article

    Statements

    title
    Keyword portfolio optimization in paid search advertising (English)
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    author
    Efthymia Symitsi
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    Raphael N. Markellos
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    Murali K. Mantrala
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    publication date
    22 July 2022
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    zbMATH Keywords
    OR in marketing
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    paid search advertising
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    budget allocation
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    Markowitz portfolio theory
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    search volume index
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    Identifiers

    zbMATH DE Number
    7562450
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    OpenAlex ID
    W4220956493
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