Keyword Selection And Match Types Optimization Strategy In Search Advertising

Search advertising as one of the most important forms of online advertising in the Internet has always been favored by many advertisers.Keyword selection and match type optimization is an insurmountable problem for advertisers.Therefore,this paper studies the selection of keywords and the optimization of match types.This article studies how advertisers choose keywords and make match type decisions under the constraints of limited budgets to maximize advertising profits.In this paper,keyword selection and match types optimization problem is constructed into an integer programming model,and an optimization algorithm based on branch and bound is given.Then,based on two real data DS1 and DS2 from two different advertisers,the keyword selection and match type optimization model and the branch and bound optimization algorithm are compared and analyzed.The experimental results show that under different advertising budget constraints,the branch and bound optimization algorithm proposed in this paper has achieved higher profits than the other three benchmark optimization strategies.This also verifies the effectiveness of the keyword selection and match type optimization model and the corresponding optimization algorithm constructed in this paper.