# Bidding for an optimal portfolio of keywords in sponsored search advertising: From generic to branded keywords

> Research article (European Journal of Operational Research, 2022) · cited 11× · AI/ML

**Wikidata**: [openalex:W4306632355](https://www.wikidata.org/wiki/openalex:W4306632355)  
**Source**: https://4ort.xyz/entity/bidding-for-an-optimal-portfolio-of-keywords-in-sponsored-search-advertising-from-generic-to-branded-keywords