Optimal Budget Allocation Across Search Advertising Markets
Yang, Yanwu1; Zeng, Daniel2,3; Yang, Yinghui4; Zhang, Jie5
2015-03-01
发表期刊INFORMS JOURNAL ON COMPUTING
卷号27期号:2页码:285-300
文章类型Article
摘要One critical operational decision facing online advertisers when they engage in sponsored search advertising is concerned with the allocation of a limited advertising budget. In particular, dealing with multi-keyword search markets over multiple decision periods poses significant decision-making challenges. In this paper, we develop a novel budget allocation optimization model with multiple search advertising markets and a finite time horizon. One key element of our modeling work is developing a customized advertising response function when considering distinctive features of sponsored search, including the quality score and the dynamic advertising effort. We derive a feasible solution to our budget model and study its properties. Computational experiments are conducted on real-world data to evaluate our budget model and perform parameter sensitivity analysis. Experimental results indicate that our budget allocation strategy significantly outperforms several baseline strategies. In addition, the identified properties derived from the solution process illuminate critical managerial insights for advertisers in sponsored search.
关键词Sponsored Search Budget Allocation Budget Strategy Search Markets
WOS标题词Science & Technology ; Technology
关键词[WOS]SPONSORED SEARCH ; MODEL ; OPTIMIZATION ; DECISION ; DUOPOLY ; MEDIA
收录类别SCI ; SSCi
语种英语
WOS研究方向Computer Science ; Operations Research & Management Science
WOS类目Computer Science, Interdisciplinary Applications ; Operations Research & Management Science
WOS记录号WOS:000355224700007
引用统计
被引频次:4[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/173211/7926
专题复杂系统管理与控制国家重点实验室_互联网大数据与信息安全
作者单位1.Huazhong Univ Sci & Technol, Sch Management, Wuhan 430074, Peoples R China
2.Chinese Acad Sci, Inst Automat, Beijing 100190, Peoples R China
3.Univ Arizona, Dept Management Informat Syst, Tucson, AZ 85721 USA
4.Univ Calif Davis, Grad Sch Management, Davis, CA 95616 USA
5.Chinese Acad Sci, Inst Automat, Beijing 100190, Peoples R China
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Yang, Yanwu,Zeng, Daniel,Yang, Yinghui,et al. Optimal Budget Allocation Across Search Advertising Markets[J]. INFORMS JOURNAL ON COMPUTING,2015,27(2):285-300.
APA Yang, Yanwu,Zeng, Daniel,Yang, Yinghui,&Zhang, Jie.(2015).Optimal Budget Allocation Across Search Advertising Markets.INFORMS JOURNAL ON COMPUTING,27(2),285-300.
MLA Yang, Yanwu,et al."Optimal Budget Allocation Across Search Advertising Markets".INFORMS JOURNAL ON COMPUTING 27.2(2015):285-300.
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