A Study of Pricing Patterns for Keyword Advertising Auction

摘要：

Which pricing pattern for keyword advertising is the more profitable: pay-per-impression, pay-per-click, pay-per-call, or pay-per-sale? In this paper, we address ourselves to answer this problem. We set about this work from two processes of keyword advertising-purchasing and publishing. We think the behavior in purchasing process is based on how to use or publish it. Hence,we formally define the keyword advertising by investigating the publishing process of keyword advertising. To compare various pricing patterns, we set up a direct mechanism. We use the revenue equivalence theorem (RET) and other routine methods in the auction theory to solve the above problem. One of our main conclusions is based on reasonable assumptions that the expected revenues of the search engine are the same whether under pay-per-call or pay-per-sale ifpayment happens after click-through.

关键词： keyword advertising RET pay-per-click pay-per-call pay-per-sale affiliated signals

作者: Liu Shulin Rong Wenjin

作者单位: School of International Trade and Economics, University of International Business and Economics, P.R.China.10029

会议类型: 国际会议

会议名称: 第六届管理学国际会议(Proceedings of ICM2007 the 6th International on Management)

会议地点: 武汉

会议语种:英文

页码: 523-531

在线出版日期: 2007-08-03（万方平台首次上网日期，不代表论文的发表时间）