TY  - BOOK
AU  - Yang,Yanwu
AU  - Wang,Fei-Yue
TI  - Budget constraints and optimization in sponsored search auctions
T2  - Intelligent systems series
SN  - 9780124114579 (electronic bk.)
AV  - QA76.758 
U1  - 005.1068 23
PY  - 2014///
CY  - San Diego, CA
PB  - Academic Press
KW  - Software engineering
KW  - Management
KW  - Budget
KW  - COMPUTERS / Software Development & Engineering / Project Management
KW  - bisacsh
KW  - fast
KW  - Electronic books
N1  - Includes index; Includes bibliographical references and index; Chapter 1. Search engine meets economics -- chapter 2. Budget constraints in sponsored search auctions -- chapter 3. Budget optimization in sponsored search auctions -- chapter 4. A budget optimization framework for search advertisements -- chapter 5. The first step to allocate advertising budget in sponsored search auctions -- chapter 6. Optimal budget allocation across search markets -- chapter 7. Budget allocation in competitive search advertisements, part I : in static environments -- chapter 8. Budget allocation in competitive search advertisements, part II : in dynamic environments -- chapter 9. Stochastic budget strategies at the campaign level : a preliminary investigation -- chapter 10. A stochastic budget distribution model in search advertisements -- chapter 11. A two-stage fuzzy programming approach for budget allocation in sponsored search auctions -- chapter 12. Budget planning for coupled campaigns in sponsored search auctions -- chapter 13. Daily budget adjustment in sponsored search auctions -- chapter 14. Dynamic budget adjustment in sponsored search auctions -- chapter 15. Perspectives : looking into the future of budgeting strategies in sponsored search auctions
N2  - Budget constraints and optimization in sponsored search auctions takes into account consideration of the entire life cycle of campaigns for researchers and developers working on search systems and ROI maximization. The highly experienced authors compiled their knowledge and experience to provide insight, algorithms and development techniques for successful optimized/constrained systems. The book presents a cutting-edge budget optimization approach that embraces three-level budget decisions in the life cycle of search auctions: allocation across markets at the system level, distribution over temporal slots at the campaign level, and real-time adjustment at the keyword level. Delivers a systematic overview and technique for understanding budget constraints and ROI optimization in sponsored search auction systems, including algorithms and developer guides for a range of scenarios. Explores effects of constraints on mechanisms, bidding and keyword strategies, and the strategies for budget optimization that developers can employ. An informative reference source for both software and systems developers working in the search auctions, marketing and sales strategy optimization, services development for online marketing and advertisement, e-commerce, social and economic networking
UR  - http://148.231.10.114:2048/login?url=http://www.sciencedirect.com/science/book/9780124114579
ER  -