The Intelligent Systems Series publishes reference works and
handbooksin three core sub-topic areas: Intelligent Automation,
Intelligent Transportation Systems, and Intelligent Computing. They
include theoretical studies, design methods, and real-world
implementations and applications. The series' readership is broad,
but focuses on engineering, electronics, and computer science.
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
scenariosExplores effects of constraints on mechanisms, bidding and
keyword strategies, and the strategies for budget optimization that
developers can employAn 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"
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