Summary: Practice Prize Paper, Prosad: ...

Read the summary and the most important questions on Practice Prize Paper, Prosad: A bidding Decision Support System for Profit Optimizing Search Engine Advertising.

• 1 Introduction

• How do you call a way of advertising in a search engine where the advertisement is shown based on the search word they entered in the search engine?

  Search engine advertising (SEA)

• How do you call the decision support system that is introduced in the article and that can set bids to maximize profit automatically?

  PRofit Optimizing Search engine ADvertising (PROSAD)

• 2 Related Literature and Desired Properties

• What are the five aspects that Little and Leeflang use in their decision making model which others do not mention?

  • Simplicity
  • Robustness
  • Adaptivity
  • Completeness an important issues
  • Cost-benefit considerations
    

• How do you call the aspect that means that managers can easily understand the decision support system?

  Simplicity

• How do you call the aspect that requires the decision model never returns unreasonable suggestions?

  Robustness

• How do you call the  aspect that implies that the response functions can be updated frequently?

  Adaptivity

• How do you call the aspect that suggests including branding profit, in addition to transactional profit?

  Completeness on important issues

• How do you call the aspect that suggests that the expected benefits exceed the expected costs if the model, including the vast number of keywords and moderate profit oer keyword?

  Cost-benefit considerations

• 3 Description of a Bidding Decision Model

• 3.1 Basic Idea

• What are the two aspects of the basic idea of the bidding decision model?

  • Links bids to profits
  • bid maximizes profits
    

• 3.2 Determination of Optimized Bid

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• What is the formula for determining profits after acquisition costs in the framework for linking bid and profit?

  (Profit contribution per conversion - Acquisition costs per conversion) x Number of conversions = Profit after acquisition costs