Marketing Science 2025

Applying Large Language Models to Sponsored Search Advertising

Martin Reisenbichler¹; Thomas Reutterer¹; David A. Schweidel²

¹ Vienna University of Economics and Business · ² Emory University

Abstract

This paper presents a human-in-the-loop LLM framework that boosts search engine ad performance and explores cost trade-offs and boundary conditions.

DOI

10.1287/mksc.2023.0611

Sources

openalex

Cite

APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓