基于最优化方法的搜索引擎收益分析

The Revenue of Search Engine Analysis Based on Optimization Method

由于关键词广告与搜索关键词相关,所以广告受众针对性强。而且关键词广告成本低,效果明显,具有较好的投资回报率,现在很多企业通过此方式投放网络广告。基于广义第二价格拍卖机制和维克瑞—克拉克—格罗夫斯拍卖机制,将纳什均衡作为约束条件,建立了以搜索引擎收益为目标函数的优化模型。结果显示,模型考虑广告主信誉度时搜索引擎的收益会减小。由灵敏度分析可知,当广告点击量有变化时,搜索引擎的最大收益会增加。

The keyword advertising is related to search keywords,so it has a clear targeted audience. The keyword advertising has an improved return on investment because of the low cost and the obvious effect. Therefore,many businesses advertise on the Internet in this way. Based on the generalized second price auction mechanism and Vickrey-Clarke-Groves mechanism,we use the Nash equilibrium as the constraint condition,and establish an optimization model whose objective function is the revenue of search engine. The results show that the revenue of search engine could decrease when the advertiser＇s credibility is applied to this model. At last,according to the sensitivity analysis,when the advertising clicks change,the maximum revenue of search engine will increase.