The impact of organic links in position auctions with popular versus niche keywords

Autor:	Eric Darmon, Thierry Pénard, Michael Vincent Arnold
Rok vydání:	2018
Předmět:	Microeconomics Economics and Econometrics 0502 economics and business 05 social sciences Niche Value (economics) Search advertising Economics Common value auction Position (finance) 050211 marketing 050207 economics Bidding
Zdroj:	International Journal of Economic Theory. 14:257-278
ISSN:	1742-7355
DOI:	10.1111/ijet.12156
Popis:	We analyze a game‐theoretic model to explore the impact of organic links (links generated by the search engine algorithm) and popular versus niche keywords on bidding strategies in sponsored link position auctions. In contrast to results in earlier literature, we find that with organic links the firm with the highest value per click does not necessarily win the first sponsored position; it may be optimal for a firm to bid an amount greater than the expected value from a click; and firms may choose not to bid even if they would incur no cost for clicks on the sponsored link.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::b717e9b7a49a14d557d6c4bd8bf3fc2d https://doi.org/10.1111/ijet.12156 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
Nepřihlášeným uživatelům se plný text nezobrazuje	K zobrazení výsledku je třeba se přihlásit.