Skip to main content

Research Repository

Advanced Search

Statistical management of pay-per-click processes for search engines

Wooff, D.A.; Anderson, J.M.; Jamalzadeh, A.

Authors

D.A. Wooff

J.M. Anderson

A. Jamalzadeh



Contributors

P. Aston
Editor

A. Mulholland
Editor

K. Tant
Editor

Abstract

Suppose you want to buy a dishwasher. What you might do is go to a search engine such as Google or Bing and type “dishwasher” in the search field. If you are using Google, what you may see are some sponsored links (adverts), as well as the results of natural search offered by Google’s search algorithm. The sponsored links appear because the keyword you typed is a keyword that a company has paid Google to display whenever someone searches for it. Broadly what happens is that if you then click on the advert, the sponsoring company will pay Google—or the search engine you used—a small amount. This is called Pay-Per-Click (PPC). We describe statistical models and methods which are used to automate and optimize daily PPC bid-price setting over portfolios which can contain hundreds of thousands of products and keywords, with the aim of maximizing the flow of customers and revenue to online retailers.

Citation

Wooff, D., Anderson, J., & Jamalzadeh, A. (2016). Statistical management of pay-per-click processes for search engines. In P. Aston, A. Mulholland, & K. Tant (Eds.), UK success stories in industrial mathematics (297-303). Springer Verlag. https://doi.org/10.1007/978-3-319-25454-8_38

Online Publication Date Feb 5, 2016
Publication Date Feb 5, 2016
Deposit Date Jun 8, 2015
Publisher Springer Verlag
Pages 297-303
Book Title UK success stories in industrial mathematics.
ISBN 9783319254524
DOI https://doi.org/10.1007/978-3-319-25454-8_38

You might also like



Downloadable Citations