141 citations · 288 across the 11 of their papers we have counts for
6 papers · 1 filter
Keyword Targeting Optimization in Sponsored Search Advertising: Combining Selection and Matching
Huiran Li, Yanwu Yang
In sponsored search advertising (SSA), advertisers need to select keywords and determine matching types for selected keywords simultaneously, i.e., keyword targeting. An optimal ke…
Aggregate effects of advertising decisions: a complex systems look at search engine advertising via an experimental study
Yanwu Yang, Xin Li, Bernard J. Jansen +1
Purpose: We model group advertising decisions, which are the collective decisions of every single advertiser within the set of advertisers who are competing in the same auction or…
Optimal Keywords Grouping in Sponsored Search Advertising under Uncertain Environments
Huiran Li, Yanwu Yang
In sponsored search advertising, advertisers need to make a series of keyword decisions. Among them, how to group these keywords to form several adgroups within a campaign is a cha…
Learning Parameters for a Generalized Vidale-Wolfe Response Model with Flexible Ad Elasticity and Word-of-Mouth
Yanwu Yang, Baozhu Feng, Daniel Zeng
In this research, we investigate a generalized form of Vidale-Wolfe (GVW) model. One key element of our modeling work is that the GVW model contains two useful indexes representing…
Keyword Optimization in Sponsored Search Advertising: A Multi-Level Computational Framework
Yanwu Yang, Bernard J. Jansen, Yinghui Yang +2
In sponsored search advertising, keywords serve as an essential bridge linking advertisers, search users and search engines. Advertisers have to deal with a series of keyword decis…
Click-Through Rate Prediction in Online Advertising: A Literature Review
Yanwu Yang, Panyu Zhai
Predicting the probability that a user will click on a specific advertisement has been a prevalent issue in online advertising, attracting much research attention in the past decad…