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搜索引擎关键字广告是一种新兴的获得巨大成功的在线营销方式。本文分析了搜索引擎广告位的拍卖规则,给出了在质量因子因素下,广告主的竞价行为。首先给出了广告主单阶段同时行动的竞价均衡,在该情况下,广告主单独竞价选择对自己最有利的策略;其次给出了多阶段情况下,给定一个广告主的最小加价策略,另外一个广告主的最优策略,并给出了相关的证明;最后用实际观测到的数据对该策略进行验证。另外还给出了三个相关的推论,该推论对于搜索引擎如何提高自己的收益有一定的指导意义。
Search engine keyword advertising is a new and hugely successful online marketing method. This article analyzes the search engine advertising auction rules, gives the quality factor under the advertiser’s bidding behavior. In this case, advertisers choose the most advantageous strategy for their own bidding. Secondly, given the minimum bidding strategy for an advertiser under multi-stage conditions, Another advertiser’s optimal strategy, and gives the relevant proof; Finally, the actual observed data to verify the strategy. In addition, three related inferences are given, which has some guiding significance for how search engines can improve their own profits.