基于关键字的网络广告资源优化研究

Online Advertising Resource Optimization Based on Keywords

基于关键字的网络广告投放已经成为主要的广告投放方式之一,广告商通过为关键字竞价来影响潜在客户的回应。在搜索引擎对关键字的评估方式基础上,建立了分析模型使得广告花费在满足一定展现量或点击量的前提下最小化,并结合CPC模型等建立混合模型,最终通过粒子群算法优化求解模型,建立能求得合适的广告投放策略的整体系统。实验基于一组来自零售商的真实数据和假设条件的分析,为广告商的投放策略提供一些参考,实验结果验证了提出模型的有效性。

Network advertising based on keywords has become the main way of advertising. Advertisers bid for keywords in order to affect the potential customers＇ response. This article studies on the way that engines use to evaluate keywords, and establishes an analytic model to make the total expected advertising spending stay in minimum under the premise of satisfying the certain amount of impression or click numbers. By operating the particle swarm algorithm to optimize the advertising model, we establish a comprehensive system for advertisers to acquire suitable advertising strategy. This article is based on a set of authentic data from the retailers and the analysis of the assumptions, providing some references for advertisers on the strategy.