标题:
多维数据集在竞价排名广告投放策略中的应用——基于淘宝直通车的实证分析The Cube in the Application of the Bidding Strategy for Advertising——The Empirical Analysis Based on Taobao Train
作者:
郭艳, 李熠
关键字:
竞价排名, 关键词投放, 点击单价, 多维数据集Competitive Rankings, Keywords Strategy, Per Click Values, The Cube
期刊名称:
《E-Commerce Letters》, Vol.3 No.2, 2014-07-14
摘要:
竞价排名广告市场正在我国快速增长，然而对于不同的关键词投放策略，却仍处于初期探索阶段。目前，广告商在关键词投放策略中主要采用粗放式的手段，导致广告成本大幅度上升。如何才能确保精准式的关键词投放，目前可供参考的精确实证研究较为匮乏。本文以淘宝网直通车的竞价排名市场为研究对象，通过建立多维数据模型，从而来探讨关键词选择与投放策略降价点击单价成本，达到提高绩效的效果。本文的意义在于，将多维数据集运用到竞价排名广告投放策略中，完善了竞价排名市场的相关理论，也为改进当前广告主粗放式的关键词投放模式提供了理论参考。
Competitive rankings market is growing quickly in our country. However, the strategy for different keywords is still at the early exploration stage. At present, advertisers mainly adopt extensive means on the strategy of keywords leading to the sharp rise in advertising costs. There is little precisely empirical research available for reference. Based on the Taobao train bidding market as the research object, we explore the keyword selection and launch strategy to decrease the unit price cost, and improve performance through the establishment of multidimensional data model. The significance of this paper is that we put the multidimensional data model into PPC advertising strategy, improve the related theory on competitive rankings, and provide a theoretical reference for improving the current advertisers in vulgar keywords.