• Medientyp: E-Book
  • Titel: Keyword Search Advertising and Limited Budgets
  • Beteiligte: Shin, Woochoel [Verfasser:in]
  • Erschienen: [S.l.]: SSRN, [2015]
  • Umfang: 1 Online-Ressource (33 p)
  • Sprache: Englisch
  • Entstehung:
  • Anmerkungen: In: Shin, Woochoel (2015), "Keyword Search Advertising and Limited Budgets," Marketing Science, Forthcoming
    Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments February 2, 2015 erstellt
  • Beschreibung: In keyword search advertising, many advertisers operate on a limited budget. Yet how limited budgets affect keyword search advertising has not been extensively studied. This paper offers an analysis of the generalized second-price auction with budget constraints. We find that the budget constraint may induce advertisers to raise their bids to the highest possible amount for two different motivations: to accelerate the elimination of the budget-constrained competitor as well as to reduce their own advertising cost. Thus, in contrast to the current literature, our analysis shows that both budget-constrained and unconstrained advertisers could bid more than their own valuation. We further extend the model to consider dynamic bidding and budget-setting decisions
  • Zugangsstatus: Freier Zugang