Consumer Clicks on Multiple Keywords in a Hierarchical Structure and Online Retailers’Bidding Strategy

摘要

Search advertising is the largest form of Internet advertising in terms of advertising spending.Though retail advertisers need to bid on a group of keywords of competing manufacturer brands, a task of retail advertisers’managing multiple keywords is less explored in the literature.In a multiple keywords context, we investigate consumers’click behaviors and retail advertisers’bidding behaviors considering the purchase levels and brand types.Specifically, we raise two research questions: 1.How are consumers’clicks related across a set of keywords corresponding to the different levels(category-, brand-, and model-level)and brand types(the leader and follower brands)? 2.How are retail advertisers’bids related across the set of keywords and are their bidding strategies in accordance with consumer click behaviors?