Budget planning for coupled campaigns in search auctions

Yanwu Yang, Rui Qin, Jie Zhang, Xin Li, Daniel Zeng

Research output: Contribution to conferencePaperpeer-review

Abstract

Budget-related decisions in search auctions are recognized as a structured decision problem, rather than a simple constraint. Budget planning over several coupled campaigns remains a challenging but utterly important task in search advertisements. In this paper, we propose a multi-campaign budget plan- ning approach using optimal control techniques, with consideration of the substitute relationship between advertising campaigns. A measure of coupled relationships between campaigns is presented, e.g., the over- lapping degree (O) in terms of campaign contents, promotional periods and target regions. We also discuss some desirable properties of our model and possible solutions. Furthermore, computational experiments are conducted to evaluate our model and identified properties, with real-world data collected from logs and reports of practical campaigns. Experimental results show that, (a) coupled campaigns with higher over- lapping degrees can reduce the optimal budget level and the optimal revenue, and also arrive the budgeting cap earlier; (b) The advertising effort could be seriously weakened when ignoring the overlapping degree between campaigns.

Original languageEnglish (US)
Pages61-66
Number of pages6
StatePublished - Jan 1 2012
Event22nd Workshop on Information Technologies and Systems, WITS 2012 - Orlando, FL, United States
Duration: Dec 15 2012Dec 16 2012

Other

Other22nd Workshop on Information Technologies and Systems, WITS 2012
CountryUnited States
CityOrlando, FL
Period12/15/1212/16/12

ASJC Scopus subject areas

  • Information Systems

Fingerprint Dive into the research topics of 'Budget planning for coupled campaigns in search auctions'. Together they form a unique fingerprint.

Cite this