Research On Amazon Keyword Portfolio Under Budget Constraints

With the rapid development of e-commerce,advertisers demand for network marketing is growing.Electric business platform keyword advertising has become the major manufacturers of major advertising and marketing form.At present,the research on the bidding strategy of keyword advertising has made remarkable achievements,but the research on the keyword-level investment portfolio is rarely involved.Under the budget constraints of the campaign,how the merchant sellers make a reasonable combination of different keywords becomes a key issue for advertisers.A reasonable keyword portfolio can make full use of advertising resources,increase the exposure of goods,and maximize the benefits of keyword advertising,thus help advertisers quickly obtain the market in the increasingly fierce advertising and marketing.Based on the actual situation and characteristics of advertising platform,this paper puts forward a new way to solve the problem of keyword portfolio by using Markowitz's portfolio theory.In particular,we use the keyword advertising distribution process as a short-selling portfolio problem that maximizes the expected return on advertising and minimizes the keyword's bid risk under total budget constraints.By solving the portfolio model under the two conditions separately,we can get the optimal portfolio scheme of one keyword.This paper chooses the keyword advertising log data of Amazon e-commerce platform,designs the experiment of keyword advertising portfolio,and evaluates the experimental results.The results show that under the same budget conditions,the proposed keyword advertising portfolio can give Amazon advertisers a higher level of profit at a lower risk level.