Budget constraints and optimization in sponsored search auctions

The Series in Intelligent Systems publishes titles that cover state of the art knowledge and the latest advances in research and development in intelligent systems. Its scope includes theoretical studies, design methods, and real-world implementations and applications. The Series publishes titles in three core sub-topic areas: Intelligent Automation, Intelligent Transportation Systems, and Intelligent Computing. Titles focus on professional and academic reference works and handbooks. The readership for the series is broad, reflecting the wide range of intelligent systems interest and application, but focuses on engineering (in particular automation, control, mechatronics, robotics, transportation, automotive, aerospace), electronics and electronic design, and computer science.

Budget constraints and optimization in sponsored search auctions takes into account consideration of the entire lifecycle of campaigns in sponsored search auctions 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 lifecycle 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.

Contents include: understanding budget constraints, allocation and distribution; stochastic instantiation of the extended budget optimization framework.

• 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 constraint scenarios.
• Explores effects of constraints on mechanisms, bidding and keyword strategies, and the strategies for budget optimization that developer can employ as a result.
• An informative reference source for both software and systems developers working in the search auctions, marketing and sales strategy optimization, and with a general systems interest in services development for online marketing and advertisement, e-commerce, social and economic networking.