Search advertising marketplace is highly competitive in nature. As such, advertisers have to consider their competitors' responses when making advertising decisions, which concern both bid determination in individual keyword auction instances, and budget allocation over time at the aggregate...

In sponsored search advertising, keywords serve as an essential bridge linking advertisers, search users and search engines. Advertisers have to deal with a series of keyword decisions throughout the entire lifecycle of search advertising campaigns. This paper proposes a multi-level and...