Budget Planning for Coupled Campaigns in Sponsored Search Auctions
Yang, Yanwu1; Qin, Rui2; Jansen, Bernard J.3; Zhang, Jie2; Zeng, Daniel2,4
AbstractBudget-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.
KeywordAdvertising Campaigns Budget Planning Decision Analysis Online Advertising Operations Research In marketIng Optimal Control Sponsored Search Sponsored Search Auctions
WOS HeadingsSocial Sciences ; Science & Technology ; Technology
Indexed BySCI ; SSCi
WOS Research AreaBusiness & Economics ; Computer Science
WOS SubjectBusiness ; Computer Science, Software Engineering
WOS IDWOS:000333243100003
Citation statistics
Cited Times:9[WOS]   [WOS Record]     [Related Records in WOS]
Document Type期刊论文
Affiliation1.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
Recommended Citation
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.
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