Description

The Intelligent Systems Series publishes reference works and handbooks in three core sub-topic areas: Intelligent Automation, Intelligent Transportation Systems, and Intelligent Computing. They include theoretical studies, design methods, and real-world implementations and applications. The series' readership is broad, but focuses on engineering, electronics, and computer science.

Budget constraints and optimization in sponsored search auctions takes into account consideration of the entire life cycle of campaigns for researchers and developers working on search systems and ROI maximization. The highly experienced authors compiled their knowledge and experience to provide insight, algorithms and development techniques for successful optimized/constrained systems. The book presents a cutting-edge budget optimization approach that embraces three-level budget decisions in the life cycle of search auctions: allocation across markets at the system level, distribution over temporal slots at the campaign level, and real-time adjustment at the keyword level.

Key Features

  • Delivers a systematic overview and technique for understanding budget constraints and ROI optimization in sponsored search auction systems, including algorithms and developer guides for a range of scenarios
  • Explores effects of constraints on mechanisms, bidding and keyword strategies, and the strategies for budget optimization that developers can employ
  • An informative reference source for both software and systems developers working in the search auctions, marketing and sales strategy optimization, services development for online marketing and advertisement, e-commerce, social and economic networking

Readership

Computer Engineers; Intelligent Systems specialists. Security professionals

Table of Contents

Preface

Chapter 1. Search Engine Meets Economics

Abstract

1.1 The Web and Search Engines

1.2 Internet and Search Economics, Search Engine Marketing

1.3 A First Glimpse of Sponsored Search Auctions

1.4 Understanding the Budget in Sponsored Search Auctions

1.5 How this Book is Organized

References

Chapter 2. Budget Constraints in Sponsored Search Auctions

Abstract

2.1 Introduction

2.2 Budget-Constrained Sponsored Search Auctions

2.3 Summary

References

Chapter 3. Budget Optimization in Sponsored Search Auctions

Abstract

3.1 Introduction

3.2 Budget Decision Scenarios

3.3 The Necessity of Budget Optimization

3.4 A Budget Taxonomy in Sponsored Search Auctions

3.5 Discussions

3.6 Conclusions

References

Chapter 4. A Budget Optimization Framework for Search Advertisements

Abstract

4.1 Introduction

4.2 Challenges

4.3 A Budget Optimization Framework

4.4 Mathematics of the Budget Optimization Framework

4.5 The Framework Instantiation

4.6 Experiments and Validation

4.7 Discussions

4.8 Conclusions

References

Chapter 5. The First Step to Allocate Advertising Budget in Sponsored Search Auctions

Abstract

5.1 Introduction

5.2 Problem Statement

5.3 Budget Initialization

5.4 Budget Adjustment

5.5 Experimental Validation

5.6 Conclusions

References

Chapter 6. Optimal Budget Allocation Across Search Markets

Abstract

6.1 Introduction

6.2 Modeling Elements

6.3 Optimal Budget Allocation Across Search Markets

6.4 Experimental Validation

6.5 Conclusions

References

Chapter 7. Budget Allocation In Competitive Search Advertisements, Part I: In Static Environments

Abstract

Details

No. of pages:
224
Language:
English
Copyright:
© 2014
Published:
Imprint:
Academic Press
Print ISBN:
9780124114579
Electronic ISBN:
9780124115040