跨搜索引擎关键字竞价广告预算分配策略
发布时间：2018-09-14 16:44
【摘要】：广告预算分配是关键字竞价推广活动中必须解决的首要问题。合理的预算分配方案能够"自上而下"地优化推广活动,从而在激烈的竞争中占得先机。本文提出了一个针对关键字竞价推广整个生命周期的三层次跨搜索引擎预算分配框架,并分别从横向(跨搜索引擎)和纵向(时序)制定广告预算的分配与调整优化策略。进而,收集整理了实际关键字竞价推广活动的日志数据,设计了相应的关键字竞价预算分配实验场景,对文中提出的预算分配框架和相应模型进行实验评估和验证。结果表明,本文提出的预算分配框架和相应策略模型可以在很大程度上提高实际关键字竞价推广活动中预算分配效率,使广告主在同一固定预算的情况下获取更高的收益。
[Abstract]:Advertising budget allocation is the first problem that must be solved in the promotion of keyword bidding. A reasonable budget allocation scheme can optimize extension activities from top to bottom, thus taking the lead in the fierce competition. In this paper, we propose a three-level cross-search engine budget allocation framework for the promotion of keyword bidding throughout the life cycle, and formulate the allocation and adjustment optimization strategies of advertising budget from the horizontal (cross-search engine) and vertical (temporal) perspectives. Furthermore, the log data of the actual keyword bidding promotion activities are collected and sorted, and the corresponding experimental scenarios of keyword bidding budget allocation are designed, and the proposed budget allocation framework and the corresponding model are evaluated and verified experimentally. The results show that the budget allocation framework and the corresponding strategy model proposed in this paper can greatly improve the efficiency of budget allocation in the actual keyword bidding and promotion activities, and enable advertisers to obtain higher revenue under the same fixed budget.
【作者单位】： 中国科学院复杂系统与智能科学重点实验室;
【基金】：国家自然科学基金项目(70890084,71071152,60921061,60875049) 国家高技术研究发展计划(863计划)项目(2006AA010106) 中国科学院百人计划项目(2F07C01)
【分类号】：F713.8;F49
，
本文编号：2243282
[Abstract]:Advertising budget allocation is the first problem that must be solved in the promotion of keyword bidding. A reasonable budget allocation scheme can optimize extension activities from top to bottom, thus taking the lead in the fierce competition. In this paper, we propose a three-level cross-search engine budget allocation framework for the promotion of keyword bidding throughout the life cycle, and formulate the allocation and adjustment optimization strategies of advertising budget from the horizontal (cross-search engine) and vertical (temporal) perspectives. Furthermore, the log data of the actual keyword bidding promotion activities are collected and sorted, and the corresponding experimental scenarios of keyword bidding budget allocation are designed, and the proposed budget allocation framework and the corresponding model are evaluated and verified experimentally. The results show that the budget allocation framework and the corresponding strategy model proposed in this paper can greatly improve the efficiency of budget allocation in the actual keyword bidding and promotion activities, and enable advertisers to obtain higher revenue under the same fixed budget.
【作者单位】： 中国科学院复杂系统与智能科学重点实验室;
【基金】：国家自然科学基金项目(70890084,71071152,60921061,60875049) 国家高技术研究发展计划(863计划)项目(2006AA010106) 中国科学院百人计划项目(2F07C01)
【分类号】：F713.8;F49
，
本文编号：2243282
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