【摘要】：廣告預(yù)算分配是關(guān)鍵字競(jìng)價(jià)推廣活動(dòng)中必須解決的首要問(wèn)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(dòng),從而在激烈的競(jìng)爭(zhēng)中占得先機(jī)。本文提出了一個(gè)針對(duì)關(guān)鍵字競(jìng)價(jià)推廣整個(gè)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(shí)序)制定廣告預(yù)算的分配與調(diào)整優(yōu)化策略。進(jìn)而,收集整理了實(shí)際關(guān)鍵字競(jìng)價(jià)推廣活動(dòng)的日志數(shù)據(jù),設(shè)計(jì)了相應(yīng)的關(guān)鍵字競(jìng)價(jià)預(yù)算分配實(shí)驗(yàn)場(chǎng)景,對(duì)文中提出的預(yù)算分配框架和相應(yīng)模型進(jìn)行實(shí)驗(yàn)評(píng)估和驗(yàn)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(shí)際關(guān)鍵字競(jìng)價(jià)推廣活動(dòng)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(guó)科學(xué)院復(fù)雜系統(tǒng)與智能科學(xué)重點(diǎn)實(shí)驗(yàn)室;
【基金】：國(guó)家自然科學(xué)基金項(xiàng)目(70890084,71071152,60921061,60875049) 國(guó)家高技術(shù)研究發(fā)展計(jì)劃(863計(jì)劃)項(xiàng)目(2006AA010106) 中國(guó)科學(xué)院百人計(jì)劃項(xiàng)目(2F07C01)
【分類(lèi)號(hào)】：F713.8;F49
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本文編號(hào)：2243282