What is it about?
Paid search is a multifaceted business process which requires high frequency updates of bids in a second price auction, effective natural language descriptions to enhance relevance and technical optimization to ensure presence on search engine results pages. This paper describes a comprehensive analytics solution to the challenges of paid search management.
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Why is it important?
Effective management of paid search keywords, ads and bids can generate substantial savings and enhance relevance. High relevance converts annoying ads into valuable and timely information for consumers. By deploying this system for some of the largest search advertisers in the world we generated $1 billion in verified business value over a four year period.
Perspectives
Working with a great team of capable and enthusiastic data scientists we were able to create tremendous value for our clients while implement some unique and creative solutions.
Kevin Geraghty
National University of Ireland
Read the Original
This page is a summary of: 360i Generates Nearly $1 Billion in Revenue for Internet Paid-Search Clients, INFORMS Journal on Applied Analytics, February 2017, INFORMS,
DOI: 10.1287/inte.2016.0879.
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