基于用户行为的竞价广告效果分析

发布时间：2018-07-28 08:04

【摘要】：随着互联网数据的爆炸性增长,搜索引擎成为人们生活和工作中不可缺少的信息获取工具.作为搜索引擎盈利的主要商业模式之一,竞价排名的赞助商广告链接以其高效、低风险、灵活方便的特点受到传统营销方式下处于劣势的中小企业的青睐.然而搜索引擎结果页面上出现大量的广告链接是否影响用户体验?这些广告链接的实际收效如何?加入赞助商广告链接的搜索引擎如何影响用户的点击行为?开展面向这些问题的研究将对研究用户使用搜索引擎的行为特点、改进搜索引擎改进竞价排名的开展方式和指导中小企业如何更加有效地购买广告链接具有非常重要的指导意义.在总结国内外已经开展的相关研究的基础上,利用某商业搜索引擎提供的互联网用户点击日志和搜索引擎使用日志,采用数据挖掘和信息统计的方法,试图在全互联网的规模和商业搜索引擎的级别上提取用户和广告链接点击相关的信息,加以分析讨论,并对广告链接和非广告链接的相关性作深入分析.
[Abstract]:With the explosive growth of Internet data, search engine has become an indispensable tool for obtaining information in people's life and work. As one of the main business models of search engine profit, the sponsored advertising link of bidding ranking is favored by the small and medium-sized enterprises which are at a disadvantage under the traditional marketing mode because of its high efficiency, low risk, flexibility and convenience. However, does the presence of a large number of advertising links on search engine results pages affect the user experience? What are the actual effects of these advertising links? How does a search engine that joins a sponsored advertising link influence the user's click behavior? Conducting issue-oriented research will examine the behavioral characteristics of users' use of search engines, It is of great significance to improve the way of developing search engine to improve bidding ranking and to guide SMEs to purchase advertising links more effectively. On the basis of summarizing the relevant research that has been carried out at home and abroad, using the Internet user click log provided by a commercial search engine and the search engine usage log, the method of data mining and information statistics is adopted. This paper attempts to extract the relevant information of user and ad link click on the scale of the whole Internet and the level of commercial search engine, and analyze and discuss the correlation between advertising link and non-advertising link.
【作者单位】：智能技术与系统国家重点实验室(清华大学);清华信息科学与技术国家实验室(筹)(清华大学);清华大学计算机科学与技术系;
【基金】：国家自然科学基金项目(60736044,60903107) 高等学校博士学科点专项科研基金项目(20090002120005)
【分类号】：F713.8

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