Researche On Budget Allocation Strategy Of Keyword Advertising

Keywords advertising is a kind of online marketing,because of simple operation,controllable advertising budget and higher efficiency of advertising has been widely promoted.Keyword advertising has become one of the main means of marketing advertisers to promote products,but also become the research hot spot of domestic and foreign scholars recently.Based on the previous research,according to the three combination of advertisers often selected:single search engine with multi keywords,multi search engines with single keyword and multi search engines with multi keywords,launched a series of keyword advertising budget allocation strategy.Firstly,we study the advertising budget allocation strategy for single search engine with multi keywords,and build a budget allocation optimal model for single search engine with multi keywords which has double targets that under the budget limit to maximize AD revenue and minimize invalid clicks,gives the fuzzy optimization method of double target budget allocation model.The instance verifies the validity and rationality of the model.Secondly,we analysis the advertising budget allocation strategy for multi search engines with multi keywords,built multiple search engine advertising budget allocation of the multi-stage optimization model which the minimum unit gains on bid cost as the objective function of a single search engine.In view of the defect model is easy to fall into local optimum,so that studied the adaptive mutation particle swarm optimization(AMPSO)algorithm in order to solves the budget allocation model,discusses the bidding on multiple search engines dynamic budget allocation policy.Experimental results show that the proposed method has better global convergence and real-time performance,and can effectively improve the advertiser's advertising revenue.Finally,we study budget allocation strategy for multi search engines with multi keywords,with cost per revenue and invalid clicks per budget for the minimizing target,establish budget allocation model of multiple search engines with multi keywords,adopted the search ability strong improved differential evolution algorithm(IDE)to solve the model.Example,the algorithm has strong search ability and faster convergence speed.