Sponsored search: A brief history
Daniel C. Fain,Jan Pedersen +1 more
TLDR
GoTo as discussed by the authors is a GoTo sponsorisee sur le Web, which permet aux annonceurs de faire apparaitre leurs contenus dans les resultats affiches par un moteur de recherche, a demarre en 1998 avec GoTo, acquis par Yahoo! en 2002.Abstract:
La recherche sponsorisee sur le Web, qui permet aux annonceurs de faire apparaitre leurs contenus dans les resultats affiches par un moteur de recherche, a demarre en 1998 avec GoTo, acquis par Yahoo! en 2002. Le prix de l'apparition sur un site donne peut etre fonction du nombre d'apparitions (cout pour mille), des clicks sur un lien (cout par click) ou des actes engendres (cout par action). La recherche payee souleve un interet grandissant au sein de la communaute academique.read more
Citations
More filters
Proceedings ArticleDOI
Competing for users' attention: on the interplay between organic and sponsored search results
Cristian Danescu-Niculescu-Mizil,Andrei Z. Broder,Evgeniy Gabrilovich,Vanja Josifovski,Bo Pang +4 more
TL;DR: The notion of responsive ads is introduced, which directly address the user's information need, and incidental ads, which are only tangentially related to that need, to help search engines to tune ad selection for an increased synergy between organic and sponsored results, leading to both higher user satisfaction and better monetization.
Journal ArticleDOI
Ensemble learning methods for pay-per-click campaign management
TL;DR: It is found that the ensemble learning methods were superior classifiers based on a profit per campaign evaluation criterion, and hence increase the profitability of the overall portfolio of campaigns when compared to standard classifiers.
Journal ArticleDOI
An empirical investigation of online users' keyword ads search behaviours
Sheng Wu,Cathy S. Lin,Jean Lin +2 more
TL;DR: In this article, the antecedents of perceived creativity and flow experience were examined to understand how consumers' advertisement keywords browsing influences their searching intentions and/or behaviors regarding purchase, and the results showed that flow experience positively affects the users' attitude toward keyword searching, the intention to search keywords, controllability, and selfefficacy.
Proceedings ArticleDOI
Optimizing query rewrites for keyword-based advertising
TL;DR: This work forms a family of graph covering problems whose goals are to suggest a subset of ads with the maximum benefit by suggesting rewrites for a given query by obtaining constant-factor approximation algorithms for these covering problems.
Journal ArticleDOI
The effect of ad rank on the performance of keyword advertising campaigns
TL;DR: It is shown that ad rank has a significant effect on the performance of keyword advertising campaigns, and conversion potential is a more accurate measure of the impact of an ad's position.
References
More filters
Journal Article
Advertising on the Web: Is There Response before Click-Through?
Rex Briggs,Nigel Hollis +1 more
Journal Article
How to acquire customers on the Web.
Donna L. Hoffman,Thomas P. Novak +1 more
TL;DR: CDnow, which has developed a multifaceted customer-acquisition strategy that reflects a clear understanding of the economics of an on-line business, demonstrates that there is a way to find out which half really works.
Journal ArticleDOI
The search is on.
TL;DR: The basic search can be useful when you have an ISBN or other standard number, and the search field will expand to fit your search terms, if needed.
Journal ArticleDOI
Economics and search
TL;DR: I want to belie that mild-mannered image of economists by doing something rash and even downright dangerous: I want to talk to you about some work in my subject, economics, that I think might be relevant to the work in your subject, information retrieval.
Book ChapterDOI
Direct Response Marketing
TL;DR: Urgency is the keynote of direct response marketing, otherwise known as shopping without shops and once called mail order as mentioned in this paper, and everything about it has to communicate urgency, for unless there is action, response, it is a waste of money.