Search Engine Optimization (SEO) is an Internet marketing strategy and a process, widely used now-a-days for improving the volume or quality of traffic to a website through search engines. The results generated by search engines can be natural (organic or algorithmic) and/or paid search. In the present study, different techniques were used for achieving better optimization for Web 2.0 based web...

In this poster, we demonstrate that the WIG (Weighted Information Gain) technique, originally proposed for retrieval performance prediction and shown to be effective particularly in Web search environments, has an interesting connection with user clicks on Web search results. Specifically, we observe that high WIG scores generally suggest more clicks. This makes WIG a useful feature for predict...

We first describe the environment of sponsored search auctions that was introduced in Edelman et al. (2007) and Varian (2007). For a given keyword, let N = {1, 2, . . . , n} be the set of agents (advertisers) who are interested in displaying their ads on the result page; and advertiser i’s maximum willingness to pay for a click is denoted by vi. The number of ads that the search engine can disp...

We propose a model that leverages the millions of clicks received by web search engines to predict document relevance. This allows the comparison of ranking functions when clicks are available but complete relevance judgments are not. After an initial training phase using a set of relevance judgments paired with click data, we show that our model can predict the relevance score of documents tha...

K advertising, or sponsored search, is one of the most successful advertising models on the Internet. One distinctive feature of keyword auctions is that they enable advertisers to adjust their bids and rankings dynamically, and the payoffs are realized in real time. We capture this unique feature with a dynamic model and identify an equilibrium bidding strategy. We find that under certain cond...

Two-sided matching markets play a prominent role in economic theory. A prime example of such a market is the sponsored search market where n advertisers compete for the assignment of one of k sponsored search results, also known as “slots”, for certain keywords they are interested in. Here, as in other markets of that kind, market equilibria correspond to stable matchings. In this paper, we sho...

First we prove the important result stated last lecture about sponsored search auctions. Recall the setup: there are k slots with click-through-rates (CTRs) α1 ≥ α2 ≥ · · · ≥ αk, and each bidder i = 1, 2, . . . , n has a private valuation per-click vi. (Bids and prices are also per-click.) Our first attempt to generalize the Vickrey auction to sponsored search results in the “Generalized Second...

Sponsored search accounts for 40% of the total online advertising market. These ads appear as ordered lists along with the regular search results in search engine results pages. The conventional wisdom in the industry is that the top position is the most desirable position for advertisers. This has led to intense competition among advertisers to secure the top positions in the results pages. We...

Sponsored search auctions are the main source of revenue for search engines. In such an auction, a set of utility-maximizing advertisers compete for a set of ad slots. The assignment of advertisers to slots depends on bids they submit; these bids may be different than the true valuations of the advertisers for the slots. Variants of the celebrated VCG auction mechanism guarantee that advertiser...

The original analysis of sponsored search auctions by Varian and independently by Aggarwal et al. did not take into account the notion of reserve prices, which are common across all major search engines. We investigate this further and show that the separability assumption derived by Aggarwal et al. is not sufficient for aligning the greedy allocation employed by GSP and the efficient allocatio...