@inproceedings{509e04e7dac14036943d08b5d11578d6,
title = "Online sponsored search budget allocation across search engines: A simulation analysis",
abstract = "Recently, sponsored search has been rapidly growing which increase tremendous interests in improving performance in search engine marketplace. The complexity of market dynamics makes it difficult for advertisers to maximizing the effect of advertising. Simulation analysis is a more viable option than real world testing especially in fast accomplishing different experiments and effectively prompting decision making supports. In this paper, the sponsored search budget allocation problem model integrated with quality score for single search engine has been explored and then extended to multiple quality-based search engines. Also, several advertising policies have been proposed and verified under the general simulation framework in both single and multiple search engine scenarios.",
keywords = "Budget allocation, Simulation analysis, Sponsored search",
author = "Zhou, \{Bao Jian\} and Wei Qi and Chen, \{Li Gang\} and Qiang Ye",
year = "2014",
doi = "10.4028/www.scientific.net/AMM.577.926",
language = "英语",
isbn = "9783038351559",
series = "Applied Mechanics and Materials",
publisher = "Trans Tech Publications Ltd",
pages = "926--930",
booktitle = "Applied Decisions in Area of Mechanical Engineering and Industrial Manufacturing",
address = "瑞士",
note = "3rd International Conference on Mechanical, Control, and Electronic Information, ICMCEI 2014 ; Conference date: 27-06-2014 Through 29-06-2014",
}