【摘要】：廣告預(yù)算分配是關(guān)鍵字競價推廣活動中必須解決的首要問題。合理的預(yù)算分配方案能夠"自上而下"地優(yōu)化推廣活動,從而在激烈的競爭中占得先機。本文提出了一個針對關(guān)鍵字競價推廣整個生命周期的三層次跨搜索引擎預(yù)算分配框架,并分別從橫向(跨搜索引擎)和縱向(時序)制定廣告預(yù)算的分配與調(diào)整優(yōu)化策略。進而,收集整理了實際關(guān)鍵字競價推廣活動的日志數(shù)據(jù),設(shè)計了相應(yīng)的關(guān)鍵字競價預(yù)算分配實驗場景,對文中提出的預(yù)算分配框架和相應(yīng)模型進行實驗評估和驗證。結(jié)果表明,本文提出的預(yù)算分配框架和相應(yīng)策略模型可以在很大程度上提高實際關(guān)鍵字競價推廣活動中預(yù)算分配效率,使廣告主在同一固定預(yù)算的情況下獲取更高的收益。
[Abstract]:Advertising budget allocation is the first problem that must be solved in the promotion of keyword bidding. A reasonable budget allocation scheme can optimize extension activities from top to bottom, thus taking the lead in the fierce competition. In this paper, we propose a three-level cross-search engine budget allocation framework for the promotion of keyword bidding throughout the life cycle, and formulate the allocation and adjustment optimization strategies of advertising budget from the horizontal (cross-search engine) and vertical (temporal) perspectives. Furthermore, the log data of the actual keyword bidding promotion activities are collected and sorted, and the corresponding experimental scenarios of keyword bidding budget allocation are designed, and the proposed budget allocation framework and the corresponding model are evaluated and verified experimentally. The results show that the budget allocation framework and the corresponding strategy model proposed in this paper can greatly improve the efficiency of budget allocation in the actual keyword bidding and promotion activities, and enable advertisers to obtain higher revenue under the same fixed budget.
【作者單位】： 中國科學院復(fù)雜系統(tǒng)與智能科學重點實驗室;
【基金】：國家自然科學基金項目(70890084,71071152,60921061,60875049) 國家高技術(shù)研究發(fā)展計劃(863計劃)項目(2006AA010106) 中國科學院百人計劃項目(2F07C01)
【分類號】：F713.8;F49
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本文編號：2243282