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PROSAD: A bidding decision support system for profit optimizing search engine advertising
journal contributionposted on 2013-01-01, 00:00 authored by Bernd SkieraBernd Skiera, N Abou Nabout
This paper reports on a large-scale implementation of marketing science models to solve the bidding problem in search engine advertising. In cooperation with the online marketing agency SoQuero, we developed a fully automated bidding decision support system, PROSAD (PRofit Optimizing Search engine ADvertising; see http://www.prosad.de), and implemented it through the agency's bid management software. The PROSAD system maximizes an advertiser's profit per keyword without the need for human intervention. A closed-form solution for the optimized bid and a newly developed "costs-per-profit" heuristic enable advertisers to submit good bids even when there is significant noise in the data. A field experiment demonstrates that PROSAD can increase the return on investment by 21 percentage points and improve the yearly profit potential for SoQuero and its clients by E2.7 million. © 2013 INFORMS.