A Budget Optimization Framework for Search Advertisements Across Markets
文献类型：期刊论文
| 作者 | Yang, Yanwu1; Zhang, Jie1 ; Qin, Rui1; Li, Juanjuan1; Wang, Fei-Yue1; Qi, Wei2; Fei-Yue Wang
|
| 刊名 | IEEE TRANSACTIONS ON SYSTEMS MAN AND CYBERNETICS PART A-SYSTEMS AND HUMANS
 |
| 出版日期 | 2012-09-01 |
| 卷号 | 42期号:5页码:1141-1151 |
| 关键词 | Budget optimization optimal strategy search auctions search engine marketing sponsored search |
| 通讯作者 | Fei-Yue Wang |
| 英文摘要 | Budget optimization is one of the primary decision-making issues faced by advertisers in search auctions. A quality budget optimization strategy can significantly improve the effectiveness of search advertising campaigns, thus helping advertisers to succeed in the fierce competition of online marketing. This paper investigates budget optimization problems in search advertisements and proposes a novel hierarchical budget optimization framework (BOF), with consideration of the entire life cycle of advertising campaigns. Then, we formulated our BOF framework, made some mathematical analysis on some desirable properties, and presented an effective solution algorithm. Moreover, we established a simple but illustrative instantiation of our BOF framework which can help advertisers to allocate and adjust the budget of search advertising campaigns. Our BOF framework provides an open testbed environment for various strategies of budget allocation and adjustment across search advertising markets. With field reports and logs from real-world search advertising campaigns, we designed some experiments to evaluate the effectiveness of our BOF framework and instantiated strategies. Experimental results are quite promising, where our BOF framework and instantiated strategies perform better than two baseline budget strategies commonly used in practical advertising campaigns. |
| WOS标题词 | Science & Technology ; Technology |
| 类目[WOS] | Computer Science, Cybernetics ; Computer Science, Theory & Methods |
| 研究领域[WOS] | Computer Science |
| 关键词[WOS] | ADVERTISING POLICY ; SPONSORED SEARCH ; ALLOCATION |
| 收录类别 | SCI ; SSCI |
| 语种 | 英语 |
| WOS记录号 | WOS:000307893300009 |
| 源URL | [http://ir.ia.ac.cn/handle/173211/3658]  |
| 专题 | 自动化研究所_复杂系统管理与控制国家重点实验室_先进控制与自动化团队 |
| 通讯作者 | Fei-Yue Wang |
| 作者单位 | 1.Chinese Acad Sci, Inst Automat, State Key Lab Intelligent Control & Management Co, Beijing 100190, Peoples R China 2.Harbin Inst Technol, Sch Management, Harbin 150006, Peoples R China |
| 推荐引用方式 GB/T 7714 | Yang, Yanwu,Zhang, Jie,Qin, Rui,et al. A Budget Optimization Framework for Search Advertisements Across Markets[J]. IEEE TRANSACTIONS ON SYSTEMS MAN AND CYBERNETICS PART A-SYSTEMS AND HUMANS,2012,42(5):1141-1151. |
| APA | Yang, Yanwu.,Zhang, Jie.,Qin, Rui.,Li, Juanjuan.,Wang, Fei-Yue.,...&Fei-Yue Wang.(2012).A Budget Optimization Framework for Search Advertisements Across Markets.IEEE TRANSACTIONS ON SYSTEMS MAN AND CYBERNETICS PART A-SYSTEMS AND HUMANS,42(5),1141-1151. |
| MLA | Yang, Yanwu,et al."A Budget Optimization Framework for Search Advertisements Across Markets".IEEE TRANSACTIONS ON SYSTEMS MAN AND CYBERNETICS PART A-SYSTEMS AND HUMANS 42.5(2012):1141-1151. |
入库方式： OAI收割
来源：自动化研究所
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