NDLI: Allocating budget across portals in search engine advertising

Content Provider	IEEE Xplore Digital Library
Author	Chen Li-gang Li Yi-jun
Copyright Year	2009
Description	Author affiliation: School of Management, Harbin Institute of Technology, China, 150001 (Chen Li-gang; Li Yi-jun)
Abstract	As increasingly popular of search engine advertising which displays advertisements alongside the search results in response to user queries, advertisers can issue ads campaigns across different search engines simultaneously for better return of investment and overall clicks. Advertisers typically have a limited budget that should not be overspent, therefore advertisers must decide how to allocate budget across portals by selecting which portal to use and how much expenditure to allocate for each portal in order to gain maximal return of investment. In this paper, we present a model that can be used for this purpose by using profile of search engine in terms of search volume, advertising efforts, conversion rate and average revenue per action of portals. By examining the necessary conditions of optimal solution and conducting elastic analysis we propose budget allocation principles should be followed by advertisers for their ultimate goal. Furthermore we also analysis the situation when response function of advertising efforts is S-shape, we show that, advertisers should concentrate on one portal when budget is small.
Starting Page	679
Ending Page	685
File Size	197626
Page Count	7
File Format	PDF
ISBN	9781424439706
DOI	10.1109/ICMSE.2009.5318242
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2009-09-14
Publisher Place	Russia
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Companies Conference management Financial management search engine advertising keyword auction sponsored search Technology management Engineering management Investments budget allocation Search engines keyword advertising Internet Advertising Portals
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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