Optimal Strategy Effect Of Online Keywords Auction And Influence Of Budget

Keyword advertising business launched by Search-engine companies developed faster, related research about auction bidding on the keyword advertising was focused by many well-known scholars for this two years. This paper focused on search engine keyword advertising model。By analyzing the keyword advertising bid auction mechanism features and detailed analyzing of the advertisers in the keyword advertising bid common strategy.Considered of problems of the advertisers on the effects of bidding strategy and balance budgetary constraints, this paper used Bayesian network methods to predict keyword bidding, and used empirical data in examining the effect of the bid. On the basis of this Bayesian network prediction model and maximized profit as the target, a non-budgetary constraints influence diagram Bayesian network optimization model was established. And then discussed the relationship between the bid effect and budgetary constraints, and found that the variable of profit margin has a very important role in multi-keyword bidding management, so suggested a way of to compare different keyword bid-effective by the use of profit margin. This helps solve many real problems faced by advertisers when making keyword bidding decision. It is, is a kind of enrichment to the research on keyword auctions theory.