Science
The basic concept of the crealytics Profit Driven Search Marketing approach was written and published by Andreas Reiffen, one of the founders, in 2006. A short time later, the results were proven using mathematical models, coming to the following conclusion: To get the most out of Search Engine Marketing, offer your Search Marketing agency a percentage of the profits. This ensures you a far greater profit than offered by all previously known compensation models.
The importance of Search Engine Marketing has increased in recent years, becoming a popular research field. Each year, numerous research papers are published, providing valuable insights into the dynamics of the auction models of search engines, different bidding strategies, and compensation models. As a spin-off from the University of Passau, we have always taken a scientific approach to finding solutions. We keep up to date with the latest publications on Search Engine Marketing and examine how the findings can be used practically.
If you would like to read some interesting papers relevant to PPC advertising, we recommend the following:
- 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.
