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- W196866249 abstract "In sponsored search auctions (SSA), the first decision issue faced by advertisers is to allocate their limited budget across search advertising markets for advertising campaigns during a given period (e.g. a year). This chapter defines this budget allocation problem as a knapsack problem. We develop two budget decision models for two different scenarios: budget initialization prior to SSA promotion and budget adjustment during SSA promotion, respectively. The number of clicks triggered from a specific set of keywords and average cost-per-click (CPC) serve as main inputs for budget allocation decisions, which can be estimated either from statistics by keyword tools provided by search engines, or from predictions (e.g. by using a particle filter). We also design some computational experiments to validate our budget models with the data from practical advertising campaigns. Experimental results show that our budget allocation models outperform the baseline approach that is widely applied in practice." @default.
- W196866249 created "2016-06-24" @default.
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- W196866249 date "2014-01-01" @default.
- W196866249 modified "2023-09-25" @default.
- W196866249 title "The First Step to Allocate Advertising Budget in Sponsored Search Auctions" @default.
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- W196866249 doi "https://doi.org/10.1016/b978-0-12-411457-9.00005-7" @default.
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