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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。
Keyword-based online ad serving has become one of the major ad serving methods, with advertisers influencing potential customers’ responses by bidding on keywords. Based on the search engine’s keyword evaluation method, an analytic model is established to minimize advertising costs while meeting certain display quantity or traffic volume. A hybrid model is established based on the CPC model, and finally the particle swarm optimization algorithm is used to solve the model , Set up a holistic system that will yield the right kind of ad serving strategy. Based on a set of analysis of real data and assumptions from retailers, the experiment provides some reference for advertiser’s delivery strategy. The experimental results verify the effectiveness of the proposed model.