基于模糊优化的关键词广告预算分配策略  

A budget allocation strategy of keywords advertising based on fuzzy optimization

作　　者：王中兴[1] 黄美婷 覃朝勇[1] WANG Zhong-xing;HUANG Mei-ting;QIN Chao-yong(College of Mathematics and Information Sciences,Guangxi University,Nanning 530004,China)

机构地区：[1]广西大学数学与信息科学学院,广西南宁530004

出　　处：《计算机工程与科学》2018年第9期1696-1702,共7页Computer Engineering & Science

基　　金：国家自然科学基金(71462002);广西自然科学基金(2013GXNSFAA019340)

摘　　要：针对单搜索引擎,研究了广告主竞投多个关键词时的广告时序预算分配策略,在总预算限制下建立了以最大化广告收益、最小化无效点击为双目标的单引擎多关键词广告时序预算分配模型,并给出了模糊优化双目标预算分配模型的解法。通过验证,该预算分配模型对广告主在单搜索引擎上竞投多个关键词广告时起着策略性指导作用。For a single search engine,the paper studies a timing budget allocation strategy when advertisers bid for multiple keywords advertising.A timing budget allocation model of single engine keywords advertising is established,which has two objectives:maximizing advertising revenue and minimizing invalid clicks.A method based on fuzzy optimization is given to solve this bi-objective budget allocation model.Through verification,the budget allocation model plays a strategic role in guiding advertisers to bid for multiple keywords advertisements on a single search engine.

关 键 词：广告 预算分配 模糊优化 

分 类 号：TP391.3[自动化与计算机技术—计算机应用技术]