Budget Constraints and Optimization in Sponsored Search Auctions

Preface

Chapter 1. Search Engine Meets Economics

Abstract

1.1 The Web and Search Engines

1.2 Internet and Search Economics, Search Engine Marketing

1.3 A First Glimpse of Sponsored Search Auctions

1.4 Understanding the Budget in Sponsored Search Auctions

1.5 How this Book is Organized

References

Chapter 2. Budget Constraints in Sponsored Search Auctions

Abstract

2.1 Introduction

2.2 Budget-Constrained Sponsored Search Auctions

2.3 Summary

References

Chapter 3. Budget Optimization in Sponsored Search Auctions

Abstract

3.1 Introduction

3.2 Budget Decision Scenarios

3.3 The Necessity of Budget Optimization

3.4 A Budget Taxonomy in Sponsored Search Auctions

3.5 Discussions

3.6 Conclusions

References

Chapter 4. A Budget Optimization Framework for Search Advertisements

Abstract

4.1 Introduction

4.2 Challenges

4.3 A Budget Optimization Framework

4.4 Mathematics of the Budget Optimization Framework

4.5 The Framework Instantiation

4.6 Experiments and Validation

4.7 Discussions

4.8 Conclusions

References

Chapter 5. The First Step to Allocate Advertising Budget in Sponsored Search Auctions

Abstract

5.1 Introduction

5.2 Problem Statement

5.3 Budget Initialization

5.4 Budget Adjustment

5.5 Experimental Validation

5.6 Conclusions

References

Chapter 6. Optimal Budget Allocation Across Search Markets

Abstract

6.1 Introduction

6.2 Modeling Elements

6.3 Optimal Budget Allocation Across Search Markets

6.4 Experimental Validation

6.5 Conclusions

References

Chapter 7. Budget Allocation In Competitive Search Advertisements, Part I: In Static Environments

Abstract

7.1 Introduction

7.2 The Budget Allocation Game

7.3 An Evaluation Approach

7.4 Experiments

7.5 Conclusions

References

Chapter 8. Budget Allocation in Competitive Search Advertisements, Part II: In Dynamic Environments

Abstract

8.1 Introduction

8.2 Problem Statement

8.3 Budget Competition

8.4 Experimental Evaluation

8.5 Conclusions

References

Chapter 9. Stochastic Budget Strategies at the Campaign Level: A Preliminary Investigation

Abstract

9.1 Introduction

9.2 Problem Statement

9.3 Budget Distribution Over Time

9.4 Experimental Evaluation

9.5 Conclusions

References

Chapter 10. A Stochastic Budget Distribution Model in Search Advertisements

Abstract

10.1 Introduction

10.2 A Stochastic Budget Distribution Model

10.3 Properties and Solutions

10.4 Experiments

10.5 Conclusion

References

Chapter 11. A Two-Stage Fuzzy Programming Approach for Budget Allocation in Sponsored Search Auctions

Abstract

11.1 Introduction

11.2 Problem Formulation

11.3 The Solution Algorithm

11.4 Experiments

11.5 Conclusion

References

Chapter 12. Budget Planning for Coupled Campaigns in Sponsored Search Auctions

Abstract

12.1 Introduction

12.2 Multi-Campaign Budget Planning

12.3 The Solution & Properties

12.4 Experimental Validation

12.5 Conclusions

References

Chapter 13. Daily Budget Adjustment in Sponsored Search Auctions

Abstract

13.1 Introduction

13.2 Real-Time Budget Adjustment

13.3 Experiments

13.4 Conclusions

References

Chapter 14. Dynamic Budget Adjustment in Sponsored Search Auctions

Abstract

14.1 Introduction

14.2 Problem Statement

14.3 Dynamic Budget Adjustment

14.4 Experimental Evaluation

14.5 Conclusions

References

Chapter 15. Perspectives: Looking into the Future of Budgeting Strategies in Sponsored Search Auctions

Abstract

15.1 Research Prospectives

15.2 Joint Optimization of Advertising Strategies

References

Index