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Budget Planning for Coupled Campaigns in Sponsored Search Auctions

文献类型：期刊论文

作者Yang, Yanwu1; Qin, Rui2; Jansen, Bernard J.3; Zhang, Jie2; Zeng, Daniel2,4
刊名INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE
出版日期2014-03-01
卷号18期号:3页码:39-65
关键词Advertising campaigns budget planning decision analysis online advertising operations research in marketing optimal control sponsored search sponsored search auctions
英文摘要Budget-related decisions in sponsored search auctions are recognized as a structured decision problem rather than a simple constraint. Budget planning over several coupled campaigns (e.g., substitution and complementarity) remains a challenging but important task for advertisers. In this paper, we propose a dynamic multicampaign budget planning approach using optimal control techniques, with consideration of the substitution relationship between advertising campaigns. A three-dimensional measure of substitution relationships between campaigns is presented, namely, the overlapping degree in terms of campaign contents, promotional periods, and target regions. We also study some desirable properties and possible solutions to our budget model. Computational simulations and experiments are conducted to evaluate our model using real-world data from practical campaigns in sponsored search auctions. Experimental results show that (1) our approach outperforms the baseline strategy that is commonly used in practice; (2) coupled campaigns with a higher overlapping degree in between reduce the optimal total budget level, then reduce the optimal payoff, and reach the budgeting cap earlier than those with a less overlapping degree; and (3) the advertising effort can be seriously weakened by ignoring the degree of overlapping between campaigns.
WOS标题词Social Sciences ; Science & Technology ; Technology
类目[WOS]Business ; Computer Science, Software Engineering
研究领域[WOS]Business & Economics ; Computer Science
关键词[WOS]ADVERTISING STRATEGIES ; OPTIMIZATION ; MODELS ; ADVERTISEMENTS ; ALLOCATION
收录类别SCI ; SSCI
语种英语
WOS记录号WOS:000333243100003
源URL[http://ir.ia.ac.cn/handle/173211/3665]  
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
作者单位1.Huazhong Univ Sci & Technol, Sch Management, Internet Sci & Econ Comp Res Grp, Wuhan, Peoples R China
2.Chinese Acad Sci, Inst Automat, State Key Lab Management & Control Complex Syst, Beijing, Peoples R China
3.Penn State Univ, Coll Informat Sci & Technol, University Pk, PA 16802 USA
4.Univ Arizona, Dept Management Informat Syst, Tucson, AZ 85721 USA
推荐引用方式
GB/T 7714		 Yang, Yanwu,Qin, Rui,Jansen, Bernard J.,et al. Budget Planning for Coupled Campaigns in Sponsored Search Auctions[J]. INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE,2014,18(3):39-65.
APA Yang, Yanwu,Qin, Rui,Jansen, Bernard J.,Zhang, Jie,&Zeng, Daniel.(2014).Budget Planning for Coupled Campaigns in Sponsored Search Auctions.INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE,18(3),39-65.
MLA Yang, Yanwu,et al."Budget Planning for Coupled Campaigns in Sponsored Search Auctions".INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE 18.3(2014):39-65.

入库方式： OAI收割

来源：自动化研究所

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