Science
The basic idea of the crealytics approach of profit driven search marketing was first outlined in print in 2006 by Andreas Reiffen, one of the founders of crealytics. Shortly after publication, the principle results were proven through mathematical modelling. If you want to get the most out of search engine marketing, the best way is to let your PPC provider participate in a share of the profits. You can achieve considerably more profit with this method than with any other known remuneration model.
Search engine marketing has itself become a very popular research field for distinguished scientists in recent years. Every year a great deal of research documentation is published, which allows valuable insight into the working mechanism of search engine auction models, various offer strategies and remuneration models. As an offshoot of the University of Passau, we have always had a close scientific connection. We routinely keep abreast of publications focusing on search engine marketing and examine how the knowledge gained can be exploited in order to implement useful and practicable innovations.
If you would like an overview of current scientific thinking on the subject, we recommend the following papers:
- Skiera, Bernd / Gerstmeier, Eva (2008): "Suchmaschinenmarketing: Profitabel Kunden gewinnen" die bank, Sonderausgabe zur E.B.I.F., S. 50-54.
- Stepanchuk, Tanja / Gerstmeier, Eva / Skiera, Bernd (2008): "Why Performance Based Compensation Plans Lower Profit in Search Engine Marketing" Workshop on Ad Auctions (ACM Electronic Commerce Conference), Chicago, USA, July 2008.
- B. Edelman and M. Ostrovsky (2005): Strategic bidder behavior in sponsored search auctions. In Workshop on Sponsored Search Auctions, ACM Electronic Commerce, 2005.
- M. Schwarz, R. Vohra (2006): Two Misconceptions About Internet Advertising, Working Paper
- B. Edelman, M. Ostrovsky and M. Schwarz (2005): Internet advertising and the generalized second price auction: Selling billions of dollars worth of keywords. NBER working paper 11765, November 2005.
- B. Kitts and B. Leblanc (2004): Optimal Bidding on Keyword Auctions. In: Electronic Markets, Volume 14 (3), S.186-201.
- V. Abhishek (2007): Keyword Generation for Search Engine Advertising using Semantic Similarity between Terms, 16th International World Wide Web Conference, 2007.
