A Budget Optimization Framework for Search Advertisements Across Markets

CASIA OpenIR > 多模态人工智能系统全国重点实验室 > 平行智能技术与系统团队

	A Budget Optimization Framework for Search Advertisements Across Markets
	Yang, Yanwu 1; Zhang, Jie1 ; Qin, Rui1 ; Li, Juanjuan1 ; Wang, Fei-Yue1 ; Qi, Wei 2; Fei-Yue Wang
发表期刊	IEEE TRANSACTIONS ON SYSTEMS MAN AND CYBERNETICS PART A-SYSTEMS AND HUMANS
	2012-09-01
卷号	42 期号:5 页码:1141-1151
文章类型	Article
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.
关键词	Budget Optimization Optimal Strategy Search Auctions Search Engine Marketing Sponsored Search
WOS标题词	Science & Technology ; Technology
关键词[WOS]	ADVERTISING POLICY ; SPONSORED SEARCH ; ALLOCATION
收录类别	SCI ; SSCi
语种	英语
WOS研究方向	Computer Science
WOS类目	Computer Science, Cybernetics ; Computer Science, Theory & Methods
WOS记录号	WOS:000307893300009
引用统计	被引频次：29[WOS] [WOS记录] [WOS相关记录]
文献类型	期刊论文
条目标识符	http://ir.ia.ac.cn/handle/173211/3658
专题	多模态人工智能系统全国重点实验室_平行智能技术与系统团队
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
第一作者单位	中国科学院自动化研究所
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.

条目包含的文件
文件名称/大小	文献类型	版本类型	开放类型	使用许可
A Budget Optimizatio（545KB）	期刊论文	作者接受稿	开放获取	CC BY-NC-SA	浏览