Keyword portfolio optimization in paid search advertising

DOI10.1016/j.ejor.2022.03.006OpenAlexW4220956493MaRDI QIDQ2158034

Raphael N. Markellos, Murali K. Mantrala, Efthymia Symitsi

Publication date: 22 July 2022

Published in: European Journal of Operational Research (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1016/j.ejor.2022.03.006

zbMATH Keywords

OR in marketingbudget allocationpaid search advertisingsearch volume indexMarkowitz portfolio theory

Mathematics Subject Classification ID

Operations research and management science (90Bxx)

Cites Work

• A survey on risk-averse and robust revenue management
• Sponsored search advertising and dynamic pricing for perishable products under inventory-linked customer willingness to pay
• Forecasting and planning during a pandemic: COVID-19 growth rates, supply chain disruptions, and governmental decisions
• On sales effort and pricing decisions under alternative risk criteria
• Optimal keyword bidding in search-based advertising with target exposure levels
• Learning and pricing models for repeated generalized second-price auction in search advertising
• Preface to the special issue: 60 years following Harry Markowitz's contributions in portfolio theory and operations research
• Complementary pivot theory of mathematical programming
• Forecasting private consumption: survey-based indicators vs. Google trends

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