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Joint Optimization of Bid and Budget Allocation in Paid Search

A technology of joint optimization and budget allocation, applied in the field of paid search, can solve problems such as budget allocation that has not yet been planned for activities

Active Publication Date: 2017-12-19
MICROSOFT TECH LICENSING LLC
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

As another example, although keyword bidding optimization has been studied, to the best of our knowledge there is no literature on budget allocation for campaign planning

Method used

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  • Joint Optimization of Bid and Budget Allocation in Paid Search
  • Joint Optimization of Bid and Budget Allocation in Paid Search
  • Joint Optimization of Bid and Budget Allocation in Paid Search

Examples

Experimental program
Comparison scheme
Effect test

Embodiment Construction

[0017] figure 1 A typical advertiser account structure 100 in data search (eg, paid search) is shown. Such as figure 1 As shown, an advertiser 110 may have one or more accounts 121 , 122 , 123 . Each account (eg, account 121) may have one or more groups (eg, campaign plans 131, 132, 133). In each campaign plan, the advertiser 110 sets a budget for the campaign plan, and simultaneously constructs several groups of advertisement copies, namely ad groups 141, 142, 143, and bids on certain keywords of each ad group, such as figure 1 The xbox 360 controller shown, buy xbox and so on.

[0018] Each keyword is an auction entry that is supposed to be triggered by some user query. Given a query, the search engine will first retrieve the most relevant advertisements as candidates according to the matching function between the bidding keywords and the query. These candidate ads will then enter an auction, and some ads (eg, the one with the greatest expected revenue) will win and be ...

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PUM

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Abstract

The invention relates to combined optimization of tender and budget allocation in paid search. The problem is modeled to be a restrained optimization problem, and under the restraint of advertiser general budget and a tender price variation range, expectant advertiser revenue is maximized. Due to the solution of the optimization problem, an optimal budget allocation plan and an optimal tender price setup scheme can be obtained.

Description

technical field [0001] The invention relates to the field of computers, in particular to online paid search. Background technique [0002] Paid search is a common form of online advertising and a major source of revenue for search engine companies. In paid search, a column of advertisements is displayed in the search results page, along with an organized set of ten blue links, in response to a given query. Although paid search results are displayed simultaneously and have a very similar appearance, paid search results are generated through a different mechanism than organized search. In general, organized search results are generated primarily based on the relevance of each web page and query, while paid search results are generated based on auctions. [0003] In paid search, advertisers can create multiple campaigns and set a budget for each campaign. In each campaign plan, he / she can further create several ad groups with bid keywords and bid prices. Data analysis revea...

Claims

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Application Information

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Patent Type & Authority Patents(China)
IPC IPC(8): G06F17/30G06Q10/06G06Q30/02
Inventor 高斌刘铁岩
Owner MICROSOFT TECH LICENSING LLC
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