Begin your search of the AGOSR Open Access Database

Search

Reset
Results: 1
Cover Image for Integrating Keyword Segmentation and Budget Allocation Decisions in Sponsored Search Advertising View Article
Integrating Keyword Segmentation and Budget Allocation Decisions in Sponsored Search Advertising
Anteneh Ayanso, Derek Visser, Reena Yoogalingam, Martin Kusy
Jan 01, 2022
Budget constrained sponsored search advertisers must decide how to allocate their advertisement budget across ad campaigns and individual keywords. In this paper, a simulation model that integrates the complex issues involved in...
Published by: IGI Global