Budget Constraints and Optimization in Sponsored Search Auctions

Budget Constraints and Optimization in Sponsored Search Auctions

1st Edition - November 23, 2013

Write a review

  • Authors: Yanwu Yang, Feiyue Wang
  • eBook ISBN: 9780124115040
  • Hardcover ISBN: 9780124114579

Purchase options

Purchase options
DRM-free (PDF, Mobi, EPub)
Available
Sales tax will be calculated at check-out

Institutional Subscription

Free Global Shipping
No minimum order

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

    7.1 Introduction

    7.2 The Budget Allocation Game

    7.3 An Evaluation Approach

    7.4 Experiments

    7.5 Conclusions

    References

    Chapter 8. Budget Allocation in Competitive Search Advertisements, Part II: In Dynamic Environments

    Abstract

    8.1 Introduction

    8.2 Problem Statement

    8.3 Budget Competition

    8.4 Experimental Evaluation

    8.5 Conclusions

    References

    Chapter 9. Stochastic Budget Strategies at the Campaign Level: A Preliminary Investigation

    Abstract

    9.1 Introduction

    9.2 Problem Statement

    9.3 Budget Distribution Over Time

    9.4 Experimental Evaluation

    9.5 Conclusions

    References

    Chapter 10. A Stochastic Budget Distribution Model in Search Advertisements

    Abstract

    10.1 Introduction

    10.2 A Stochastic Budget Distribution Model

    10.3 Properties and Solutions

    10.4 Experiments

    10.5 Conclusion

    References

    Chapter 11. A Two-Stage Fuzzy Programming Approach for Budget Allocation in Sponsored Search Auctions

    Abstract

    11.1 Introduction

    11.2 Problem Formulation

    11.3 The Solution Algorithm

    11.4 Experiments

    11.5 Conclusion

    References

    Chapter 12. Budget Planning for Coupled Campaigns in Sponsored Search Auctions

    Abstract

    12.1 Introduction

    12.2 Multi-Campaign Budget Planning

    12.3 The Solution & Properties

    12.4 Experimental Validation

    12.5 Conclusions

    References

    Chapter 13. Daily Budget Adjustment in Sponsored Search Auctions

    Abstract

    13.1 Introduction

    13.2 Real-Time Budget Adjustment

    13.3 Experiments

    13.4 Conclusions

    References

    Chapter 14. Dynamic Budget Adjustment in Sponsored Search Auctions

    Abstract

    14.1 Introduction

    14.2 Problem Statement

    14.3 Dynamic Budget Adjustment

    14.4 Experimental Evaluation

    14.5 Conclusions

    References

    Chapter 15. Perspectives: Looking into the Future of Budgeting Strategies in Sponsored Search Auctions

    Abstract

    15.1 Research Prospectives

    15.2 Joint Optimization of Advertising Strategies

    References

    Index

Product details

  • No. of pages: 224
  • Language: English
  • Copyright: © Academic Press 2013
  • Published: November 23, 2013
  • Imprint: Academic Press
  • eBook ISBN: 9780124115040
  • Hardcover ISBN: 9780124114579

About the Authors

Yanwu Yang

Yanwu Yang is an Associate Professor at the Chinese Academy of Sciences. He is also an INFORMS member, and the Secretary of the ACM Chapter on Social and Economic Computing.

Affiliations and Expertise

Yanwu Yang is an Associate Professor at the Chinese Academy of Sciences. He is also an INFORMS member, and the Secretary of the ACM Chapter on Social and Economic Computing.

Feiyue Wang

Fei-Yue Wang is a State Specially Appointed Expert and Professor at the National University of Defense Technology and the Chinese Academy of Sciences. Currently Prof. Yang is the Editor-in Chief of the IEEE Intelligent Systems and IEEE transactions on Intelligent Transportation Systems. He is a fellow of IEEE, INCOSE, IFAC, ASME and AAAS.

Affiliations and Expertise

Fei-Yue Wang is a State Specially Appointed Expert and Professor at the National University of Defense Technology and the Chinese Academy of Sciences. Currently Prof. Yang is the Editor-in Chief of the IEEE Intelligent Systems and IEEE transactions on Intelligent Transportation Systems. He is a fellow of IEEE, INCOSE, IFAC, ASME and AAAS.

Ratings and Reviews

Write a review

There are currently no reviews for "Budget Constraints and Optimization in Sponsored Search Auctions"