Online Sponsored Search Budget Allocation across Search Engines: A Simulation Analysis

Bao Jian Zhou; Wei Qi; Li Gang Chen; Qiang Ye

doi:10.4028/www.scientific.net/AMM.577.926

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HomeApplied Mechanics and MaterialsApplied Mechanics and Materials Vol. 577Online Sponsored Search Budget Allocation across...

Online Sponsored Search Budget Allocation across Search Engines: A Simulation Analysis

Abstract:

Recently, sponsored search has been rapidly growing which increase tremendous interests in improving performance in search engine marketplace. The complexity of market dynamics makes it difficult for advertisers to maximizing the effect of advertising. Simulation analysis is a more viable option than real world testing especially in fast accomplishing different experiments and effectively prompting decision making supports. In this paper, the sponsored search budget allocation problem model integrated with quality score for single search engine has been explored and then extended to multiple quality-based search engines. Also, several advertising policies have been proposed and verified under the general simulation framework in both single and multiple search engine scenarios.

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Periodical:

Applied Mechanics and Materials (Volume 577)

Pages:

926-930

DOI:

https://doi.org/10.4028/www.scientific.net/AMM.577.926

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Online since:

July 2014

Authors:

Bao Jian Zhou*, Wei Qi, Li Gang Chen, Qiang Ye

Keywords:

Budget Allocation, Simulation Analysis, Sponsored Search

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