A method of optimal bidding strategy based on keyword advertisement

Abstract

The invention discloses an optimal bidding strategy method based on keyword advertisement, which belongs to the field of Internet. The method includes that firstly based on historical data, and the constructed short sequence is taken as Input of a Multiple-LSTM network model structure; Then the training data set is used to optimize the parameters of the network. Then, by using the short-term series data and the application model, the corresponding revenue under the bidding price can be obtained. Finally, by constantly adjusting the bidding price and using the forecasting model to find the maximum income value, the bidding price corresponding to the maximum income is taken as the optimal bidding price. to the method provides decision support for advertisers to participate in keyword advertising bidding activities.

Description

technical field [0001] The invention belongs to the field of the Internet, and in particular relates to a bid decision-making method for advertisers to participate in keyword advertisement bidding. Background technique [0002] Among Internet advertisements, search engine advertisements occupy a huge market and have high development potential. There are three important roles in the search engine advertising market, namely users, advertisers and search engine platform service providers. Users use search engines such as Yahoo! , Google, Baidu, etc. to query the content they are interested in. Advertisers hope to find potential customers by placing advertisements on search engines, and search engines act as an intermediary between users and advertisers. At present, the mechanism provided by search engines is to require advertisers to rank the user's search display by bidding. The search engine determines which advertiser's advertisement is displayed to the user according to t...

AI Technical Summary

Problems solved by technology

AbhishekV proposed a dynamic linear bidding model, which proposed how many keywords can be combined in the keyword advertisement to achieve the optimal bidding strategy. Rusmevichientong and Williamson proposed a model for selecting bidding keywords in a large number of candidate keyword pools. However, their model does not address the question of how to optimally bid for these keywords

[0005] At present, some strategies formulated for advertisers to participate in keyword advertising activities mainly focus on how to screen keywords and how to combine bidding. There is also a higher demand

On the other hand, the traditional method considers a single factor in setting keyword prices, and the accuracy rate is low, and it does not fully consider the close relationship between bidding forecast and short-term bidding performance

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