経済学および管理科学の国際ジャーナル

Advertising through Sponsored Search and its Optimisation

Abstract

Swapnil Sharma, Somesh Srivastava and Ashutosh Joshi

The traditional organic searches have yielded a ranking based paid model by the publishers for better visibility of the advertiser’s offerings.Sponsored search is one such marketing technique which along with SEO (Search Engine Optimisation) that forms the umbrella concept of SEM (Search engine marketing). The paper tries to explore the current best practices that are prevailing in the marketing industry relating to this services and what are the dominant techniques to get the most out of it. For this we explore the vast area of computational advertisement to understand the techniques currently used to optimise the services for a better customer experience. Also we try to find whether the current popular techniques are the only ones that can be used for the purpose keeping in mind that most of them are focused to optimise the service to benefit the publisher earn revenues from user clicks. We try to develop a model that can optimise the service usability for the advertisers who are the users of this services by combining the findings of some past researches and also by proposing some new strategies developed by us. With the help of the dataset and existing practises we try to orient the focus towards the advertiser’s offering in alignment with the optimization facets of the current sponsored search environment.

This model we aim to develop can help the advertisers to get the most out of their advertising budget and time and generate higher revenues because that is what they really need from the services i.e. higher sales and not only higher clicks on their ads.