Tag: bidding

Rule-based AdWords bidding: Hazardous loops

1. Introduction In rule-based bidding, you want to sometimes have step-backs where you first adjust your bid based on a given condition, and then adjust it back after the condition has passed. An example. An use case would be to decrease bids for weekend, and increase back to normal level for weekdays. However, defining the […]

A Quick Note on Bidding Theory of Online Ad Auctions

Introduction This is a simple post about some commonly known features of online ad auctions. Generalized second-price auction (GSP) is a mechanism in which the advertiser pays a marginally higher bid than the advertiser losing to him. It encourages the bidder to place a truthful bid, i.e. one where the price level is such that […]