Bidding for Multiple Keywords in Sponsored Search Advertising: Keyword Categories and Match Types

@article{Du2017BiddingFM,
  title={Bidding for Multiple Keywords in Sponsored Search Advertising: Keyword Categories and Match Types},
  author={Xiaomeng Du and Meng Su and Xiaoquan (Michael) Zhang and Xiaona Zheng},
  journal={Inf. Syst. Res.},
  year={2017},
  volume={28},
  pages={711-722}
}
Although keyword auctions are often studied in the context of a single keyword in the literature, firms generally have to participate in multiple keyword auctions at the same time. Advertisers purchase a variety of keywords that can be categorized as generic-relevant, focal-brand, and competing-brand keywords. At the same time, firms also have to choose how the keywords can be matched to search queries: exact, phrase, or broad. This study empirically examines how keyword categories and match… 

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