Automated bidding vs manual bidding strategies in search engine marketing: a keyword efficiency perspective
Author
Abstract
Suggested Citation
DOI: 10.1057/s41270-023-00260-4
Download full text from publisher
As the access to this document is restricted, you may want to search for a different version of it.
References listed on IDEAS
- Oliver J. Rutz & Michael Trusov & Randolph E. Bucklin, 2011. "Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits?," Marketing Science, INFORMS, vol. 30(4), pages 646-665, July.
- Charnes, A. & Cooper, W. W. & Rhodes, E., 1978. "Measuring the efficiency of decision making units," European Journal of Operational Research, Elsevier, vol. 2(6), pages 429-444, November.
- Gupta, Suraksha & Malhotra, Naresh K. & Czinkota, Michael & Foroudi, Pantea, 2016. "Marketing innovation: A consequence of competitiveness," Journal of Business Research, Elsevier, vol. 69(12), pages 5671-5681.
- Jang, Sungha & Kim, Alex Jiyoung & Yoon, Jiho, 2022. "Multiple keywords management in sponsored search advertising with interrelated consumer clicks," Journal of Business Research, Elsevier, vol. 140(C), pages 459-470.
- de Kluyver, C. A. & Baird, F. T., 1984. "Media selection by mean-variance analysis," European Journal of Operational Research, Elsevier, vol. 16(2), pages 152-156, May.
- Harsharanjeet S. Jagpal & Ivan E. Brick, 1982. "The Marketing Mix Decision Under Uncertainty," Marketing Science, INFORMS, vol. 1(1), pages 79-92.
- Klapdor, Sebastian & Anderl, Eva M. & von Wangenheim, Florian & Schumann, Jan H., 2014. "Finding the Right Words: The Influence of Keyword Characteristics on Performance of Paid Search Campaigns," Journal of Interactive Marketing, Elsevier, vol. 28(4), pages 285-301.
- Kamakura, Wagner A & Ratchford, Brian T & Agrawal, Jagdish, 1988. "Measuring Market Efficiency and Welfare Loss," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 289-302, December.
- Anteneh Ayanso & Derek Visser & Reena Yoogalingam & Martin Kusy, 2022. "Integrating Keyword Segmentation and Budget Allocation Decisions in Sponsored Search Advertising: An Exploratory Simulation Study," International Journal of E-Business Research (IJEBR), IGI Global, vol. 18(1), pages 1-23, January.
- Ma, Liye & Sun, Baohong, 2020. "Machine learning and AI in marketing – Connecting computing power to human insights," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 481-504.
- Campbell, Colin & Sands, Sean & Ferraro, Carla & Tsao, Hsiu-Yuan (Jody) & Mavrommatis, Alexis, 2020. "From data to action: How marketers can leverage AI," Business Horizons, Elsevier, vol. 63(2), pages 227-243.
- Xiaoquan (Michael) Zhang & Juan Feng, 2011. "Cyclical Bid Adjustments in Search-Engine Advertising," Management Science, INFORMS, vol. 57(9), pages 1703-1719, February.
- Sha Yang & Shijie Lu & Xianghua Lu, 2014. "Modeling Competition and Its Impact on Paid-Search Advertising," Marketing Science, INFORMS, vol. 33(1), pages 134-153, January.
- Duncan M. Holthausen, Jr. & Gert Assmus, 1982. "Advertising Budget Allocation under Uncertainty," Management Science, INFORMS, vol. 28(5), pages 487-499, May.
- Adler, Nicole & Golany, Boaz, 2001. "Evaluation of deregulated airline networks using data envelopment analysis combined with principal component analysis with an application to Western Europe," European Journal of Operational Research, Elsevier, vol. 132(2), pages 260-273, July.
- Preyas S. Desai & Woochoel Shin & Richard Staelin, 2014. "The Company That You Keep: When to Buy a Competitor's Keyword," Marketing Science, INFORMS, vol. 33(4), pages 485-508, July.
- Kim, Alex Jiyoung & Jang, Sungha & Shin, Hyun S., 2021. "How should retail advertisers manage multiple keywords in paid search advertising?," Journal of Business Research, Elsevier, vol. 130(C), pages 539-551.
- Kim, Jooyoung & Lee, Kyu Hyung & Kim, Jaemin, 2023. "Linking blockchain technology and digital advertising: How blockchain technology can enhance digital advertising to be more effective, efficient, and trustworthy," Journal of Business Research, Elsevier, vol. 160(C).
- Vasant Dhar & Anindya Ghose, 2010. "Research Commentary ---Sponsored Search and Market Efficiency," Information Systems Research, INFORMS, vol. 21(4), pages 760-772, December.
- Symitsi, Efthymia & Markellos, Raphael N. & Mantrala, Murali K., 2022. "Keyword portfolio optimization in paid search advertising," European Journal of Operational Research, Elsevier, vol. 303(2), pages 767-778.
- Jagpal, Sharan, 2008. "Fusion for Profit: How Marketing and Finance Can Work Together to Create Value," OUP Catalogue, Oxford University Press, number 9780195371055, Decembrie.
- R. D. Banker & A. Charnes & W. W. Cooper, 1984. "Some Models for Estimating Technical and Scale Inefficiencies in Data Envelopment Analysis," Management Science, INFORMS, vol. 30(9), pages 1078-1092, September.
- Jenkins, Larry & Anderson, Murray, 2003. "A multivariate statistical approach to reducing the number of variables in data envelopment analysis," European Journal of Operational Research, Elsevier, vol. 147(1), pages 51-61, May.
- Kleine, A., 2004. "A general model framework for DEA," Omega, Elsevier, vol. 32(1), pages 17-23, February.
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.- Symitsi, Efthymia & Markellos, Raphael N. & Mantrala, Murali K., 2022. "Keyword portfolio optimization in paid search advertising," European Journal of Operational Research, Elsevier, vol. 303(2), pages 767-778.
- Peyrache, Antonio & Rose, Christiern & Sicilia, Gabriela, 2020. "Variable selection in Data Envelopment Analysis," European Journal of Operational Research, Elsevier, vol. 282(2), pages 644-659.
- Jamal Ouenniche & Skarleth Carrales, 2018. "Assessing efficiency profiles of UK commercial banks: a DEA analysis with regression-based feedback," Annals of Operations Research, Springer, vol. 266(1), pages 551-587, July.
- Yongjun Li & Xiao Shi & Min Yang & Liang Liang, 2017. "Variable selection in data envelopment analysis via Akaike’s information criteria," Annals of Operations Research, Springer, vol. 253(1), pages 453-476, June.
- Nataraja, Niranjan R. & Johnson, Andrew L., 2011. "Guidelines for using variable selection techniques in data envelopment analysis," European Journal of Operational Research, Elsevier, vol. 215(3), pages 662-669, December.
- Eskelinen, Juha, 2017. "Comparison of variable selection techniques for data envelopment analysis in a retail bank," European Journal of Operational Research, Elsevier, vol. 259(2), pages 778-788.
- Anna Łozowicka & Bartłomiej Lach, 2022. "CI-DEA: A Way to Improve the Discriminatory Power of DEA—Using the Example of the Efficiency Assessment of the Digitalization in the Life of the Generation 50+," Sustainability, MDPI, vol. 14(6), pages 1-22, March.
- Lin, Tzu-Yu & Chiu, Sheng-Hsiung, 2013. "Using independent component analysis and network DEA to improve bank performance evaluation," Economic Modelling, Elsevier, vol. 32(C), pages 608-616.
- Qiwei Xie & Yuanyuan Li & Lizheng Wang & Chao Liu, 2018. "Improving discrimination in data envelopment analysis without losing information based on Renyi’s entropy," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 26(4), pages 1053-1068, December.
- Chen, Zhongfei & Matousek, Roman & Wanke, Peter, 2018. "Chinese bank efficiency during the global financial crisis: A combined approach using satisficing DEA and Support Vector Machines☆," The North American Journal of Economics and Finance, Elsevier, vol. 43(C), pages 71-86.
- Büschken, Joachim, 2009. "When does data envelopment analysis outperform a naïve efficiency measurement model?," European Journal of Operational Research, Elsevier, vol. 192(2), pages 647-657, January.
- Adler, Nicole & Friedman, Lea & Sinuany-Stern, Zilla, 2002. "Review of ranking methods in the data envelopment analysis context," European Journal of Operational Research, Elsevier, vol. 140(2), pages 249-265, July.
- Peter Fernandes Wanke & Rebecca de Mattos, 2014. "Capacity Issues and Efficiency Drivers in Brazilian Bulk Terminals," Brazilian Business Review, Fucape Business School, vol. 11(5), pages 72-98, October.
- Chiou, Yu-Chiun & Lan, Lawrence W. & Yen, Barbara T.H., 2012. "Route-based data envelopment analysis models," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 48(2), pages 415-425.
- Eugenia Nissi & Massimiliano Giacalone & Carlo Cusatelli, 2019. "The Efficiency of the Italian Judicial System: A Two Stage Data Envelopment Analysis Approach," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 146(1), pages 395-407, November.
- Nicole Adler & Georg Hirte & Shravana Kumar & Hans-Martin Niemeier, 2022. "The impact of specialization, ownership, competition and regulation on efficiency: a case study of Indian seaports," Maritime Economics & Logistics, Palgrave Macmillan;International Association of Maritime Economists (IAME), vol. 24(3), pages 507-536, September.
- Anna Ćwiąkała-Małys & Violetta Nowak, 2009. "Classification of Data Envelopment Analysis models," Operations Research and Decisions, Wroclaw University of Science and Technology, Faculty of Management, vol. 19(3), pages 5-18.
- Toloo, Mehdi & Hančlová, Jana, 2020. "Multi-valued measures in DEA in the presence of undesirable outputs," Omega, Elsevier, vol. 94(C).
- Li, Yongjun & Yang, Feng & Liang, Liang & Hua, Zhongsheng, 2009. "Allocating the fixed cost as a complement of other cost inputs: A DEA approach," European Journal of Operational Research, Elsevier, vol. 197(1), pages 389-401, August.
- Adler, Nicole & Berechman, Joseph, 2001. "Measuring airport quality from the airlines' viewpoint: an application of data envelopment analysis," Transport Policy, Elsevier, vol. 8(3), pages 171-181, July.
More about this item
Keywords
Keyword research; Keyword efficiency; Manual bidding; Automated bidding; AI in marketing; Search engine marketing; Data envelopment analysis;All these keywords.
Statistics
Access and download statisticsCorrections
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:jmarka:v:13:y:2025:i:1:d:10.1057_s41270-023-00260-4. 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.