关键词广告支付模式的研究  

Payment Model of Keyword Advertising

作　　者：戎文晋[1] 刘树林[2] 

机构地区：[1]百度在线网络技术(北京)有限公司商品产品部,北京100085 [2]北京对外经济贸易大学国际经济贸易学院,北京100029

出　　处：《数学的实践与认识》2011年第7期1-12,共12页Mathematics in Practice and Theory

摘　　要：关键词广告是主要用于搜索引擎的一种广告销售机制.所谓关键词既指搜索用户在搜索框内输入的检索词,也指机器程序从用户浏览的网页内容中抓取的词.广告主的广告依据关键词触发而展现在相应网页上.对搜索引擎来说,选择广告的支付模式是销售机制的核心命题.在互联网发展的实践中出现了许多支付模式,比如按展现付费(Pay-Per-Impression),接点击付费(Pay-Per-Click),按呼叫付费(Pay-Per-Call)和按销量付费(Pay-Per-Sale)等.如果实现这些支付模式的条件都具备,那么哪一种付费方式对搜索引擎是最有利的?试图回答这个问题.主要结论是对搜索引擎来讲,按点击付费是最优或近似最优的支付模式.Keyword advertising is a new mechanism of selling ads adopted by many search engines and websites.For search engines,selecting of payment model of keyword advertising is one of the most significant issues.A number of payment models have arisen in reality: pay-per-impression,pay-per-click,pay-per-call,or pay-per-sale,which is the best for search engines? In this paper,we address ourselves to answer this problem.We start this work from analyzing two steps of keyword advertising—purchasing(ads positions)and publishing (ads).We formally characterize keyword advertising as a kind of single object auction by investigating the publishing step of keyword advertising.Our main conclusion is pay-per-click is optimal or approximately optimal payment model for search engines.

关 键 词：广告 收益等价定理 关联信号 按点击付费 

分 类 号：F713.8[经济管理—广告]