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Sponsored Search Auctions: Research Opportunities in Marketing (Foundations and Trends(R) in Marketing)
by:Song Yao, Carl F. Mela
The sponsored search auction is a newly developed auction practice where advertisers bid for premium spots on the search results page of an Internet search engine. This new form of advertising can create high levels of brand awareness among Internet users. Further, sponsored search advertising can boost sales for retailers, especially in online channels....
The sponsored search auction is a newly developed auction practice where advertisers bid for premium spots on the search results page of an Internet search engine. This new form of advertising can create high levels of brand awareness among Internet users. Further, sponsored search advertising can boost sales for retailers, especially in online channels. Hence sponsored search advertising is a powerful tool for generating online traffic. Sponsored Search Auctions reviews current academic research on this nascent topic with a focus on future practical and research opportunities. Sponsored Search Auctions is organized according to the different agents involved with sponsored search auctions: Internet users, advertisers and search engines. This organization allows us to focus on issues regarding each agent's behavior and strategies separately. Advertisers are shifting in whole or in part from other marketing programs to search engine marketing. In marketing, auctions have stimulated research interests because of their growing popularity along with the thriving of online marketplace. Sponsored Search Auctions provides insight into this new practice and guidance for marketing managers.
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