IDEAS home Printed from https://ideas.repec.org/a/pal/jorsoc/v60y2009i3d10.1057_palgrave.jors.2602570.html
   My bibliography  Save this article

Estimating advertisers' values for paid search clickthroughs

Author

Listed:
  • D Laffey

    (University of Kent)

  • C Hunka

    (University of Kent)

  • J A Sharp

    (University of Kent)

  • Z Zeng

    (University of Kent)

Abstract

Paid search is an important form of online advertisement. Clickthroughs from slots are bid for by advertisers. The process of formulating bids is a complex one involving bidders in competing against other advertisers in multiple auctions. It would be helpful in managing the bidding process if it were possible to determine the values placed on a clickthrough by different advertisers. The theory of two models for estimating advertiser values and associated parameters is presented. The models are applied to a set of data for searches on the term Personal Loans. The results of the model that fits the data better are evaluated. The utility of the model to practitioners is discussed. Some issues raised by the results about the role of bidding agents and the discriminatory power of Customer Relationship Management systems are considered. Ways to develop the preferred model are outlined. It is suggested that the model has implications for evaluating forecasting methods for use in paid search auctions.

Suggested Citation

  • D Laffey & C Hunka & J A Sharp & Z Zeng, 2009. "Estimating advertisers' values for paid search clickthroughs," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 60(3), pages 411-418, March.
    • Handle: RePEc:pal:jorsoc:v:60:y:2009:i:3:d:10.1057_palgrave.jors.2602570
    DOI: 10.1057/palgrave.jors.2602570
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/palgrave.jors.2602570
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1057/palgrave.jors.2602570?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Benjamin Edelman & Michael Ostrovsky & Michael Schwarz, 2007. "Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords," American Economic Review, American Economic Association, vol. 97(1), pages 242-259, March.
    2. G. E. Fruchter & W. Dou, 2005. "Optimal Budget Allocation over Time for Keyword Ads in Web Portals," Journal of Optimization Theory and Applications, Springer, vol. 124(1), pages 157-174, January.
    3. Varian, Hal R., 2007. "Position auctions," International Journal of Industrial Organization, Elsevier, vol. 25(6), pages 1163-1178, December.
    4. William Vickrey, 1961. "Counterspeculation, Auctions, And Competitive Sealed Tenders," Journal of Finance, American Finance Association, vol. 16(1), pages 8-37, March.
    5. Pedregal, Diego J. & Young, Peter C., 2006. "Modulated cycles, an approach to modelling periodic components from rapidly sampled data," International Journal of Forecasting, Elsevier, vol. 22(1), pages 181-194.
    6. Unknown, 2005. "Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords," Department of Economics, Working Paper Series qt8w16v26k, Department of Economics, Institute for Business and Economic Research, UC Berkeley.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Scott Duke Kominers & Alexander Teytelboym & Vincent P Crawford, 2017. "An invitation to market design," Oxford Review of Economic Policy, Oxford University Press and Oxford Review of Economic Policy Limited, vol. 33(4), pages 541-571.
    2. Axel Ockenfels & David Reiley & Abdolkarim Sadrieh, 2006. "Online Auctions," NBER Working Papers 12785, National Bureau of Economic Research, Inc.
    3. Andersson , Ola & Andersson , Tommy, 2015. "Decomposing the Afternoon Effect: An Empirical Investigation of Sequential Train Ticket Auctions," Working Papers 2015:28, Lund University, Department of Economics.
    4. Yi Zhu & Kenneth C. Wilbur, 2008. "Strategic Bidding in Hybrid CPC/CPM Auctions," Working Papers 08-25, NET Institute, revised Oct 2008.
    5. Agam Gupta & Biswatosh Saha & Uttam K. Sarkar, 2017. "Emergent Heterogeneity in Keyword Valuation in Sponsored Search Markets: A Closer-to-Practice Perspective," Computational Economics, Springer;Society for Computational Economics, vol. 50(4), pages 687-710, December.
    6. Dütting, Paul & Fischer, Felix & Parkes, David C., 2016. "Truthful Outcomes from Non-Truthful Position Auctions," Scholarly Articles 32227268, Harvard University Department of Economics.
    7. Devanur, Nikhil R. & Hartline, Jason D. & Yan, Qiqi, 2015. "Envy freedom and prior-free mechanism design," Journal of Economic Theory, Elsevier, vol. 156(C), pages 103-143.
    8. Kaplan, Todd R. & Zamir, Shmuel, 2015. "Advances in Auctions," Handbook of Game Theory with Economic Applications,, Elsevier.
    9. Balachander Subramanian & Kannan Karthik & Schwartz David G, 2009. "A Theoretical and Empirical Analysis of Alternate Auction Policies for Search Advertisements," Review of Marketing Science, De Gruyter, vol. 7(1), pages 1-51, December.
    10. Yu (Jeffrey) Hu & Jiwoong Shin & Zhulei Tang, 2016. "Incentive Problems in Performance-Based Online Advertising Pricing: Cost per Click vs. Cost per Action," Management Science, INFORMS, vol. 62(7), pages 2022-2038, July.
    11. Yi Zhu & Kenneth C. Wilbur, 2011. "Hybrid Advertising Auctions," Marketing Science, INFORMS, vol. 30(2), pages 249-273, 03-04.
    12. Federico Etro, 2012. "Leadership in Multi-sided Markets and Dominance in Online Advertising," Chapters, in: Joseph E. Harrington Jr & Yannis Katsoulacos (ed.), Recent Advances in the Analysis of Competition Policy and Regulation, chapter 11, Edward Elgar Publishing.
    13. Etro, Federico, 2013. "Advertising and search engines. A model of leadership in search advertising," Research in Economics, Elsevier, vol. 67(1), pages 25-38.
    14. Frank Kelly & Peter Key & Neil Walton, 2016. "Efficient Advert Assignment," Operations Research, INFORMS, vol. 64(4), pages 822-837, August.
    15. C.-Philipp Heller & Johannes Johnen & Sebastian Schmitz, 2019. "Congestion Pricing: A Mechanism Design Approach," Journal of Transport Economics and Policy, University of Bath, vol. 53(1), pages 74-7-98.
    16. Alex Jiyoung Kim & Subramanian Balachander, 2023. "Coordinating traditional media advertising and online advertising in brand marketing," Production and Operations Management, Production and Operations Management Society, vol. 32(6), pages 1865-1879, June.
    17. Youngwoo Koh, 2013. "Keyword auctions with budget-constrained bidders," Review of Economic Design, Springer;Society for Economic Design, vol. 17(4), pages 307-321, December.
    18. Song Yao & Carl F. Mela, 2008. "A Dynamic Model of Sponsored Search Advertising," Working Papers 08-16, NET Institute, revised Sep 2008.
    19. Avi Goldfarb, 2014. "What is Different About Online Advertising?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 115-129, March.
    20. Xiangzhong Xiang, 2015. "Prompt mechanism for online auctions with multi-unit demands," Journal of Combinatorial Optimization, Springer, vol. 30(2), pages 335-346, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jorsoc:v:60:y:2009:i:3:d:10.1057_palgrave.jors.2602570. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.