| 题名 |
如何使用公开的SEM 广告展现数据优化自身的投放策略 |
| 并列篇名 |
How to use the disclosed information to optimize their SEM advertising to show delivery strategy |
| DOI |
10.6338/JDA.201606_11(3).0006 |
| 作者 |
常莹(Ying Chang) |
| 关键词 | |
| 期刊名称 |
Journal of Data Analysis |
| 卷期/出版年月 |
11卷3期（2016 / 06 / 01） |
| 页次 |
91 - 108 |
| 内容语文 |
簡體中文 |
| 中文摘要 |
本文主要介绍了一种使用公开的SEM 广告展现数据，判断行业竞争态势及竞争对手动向、并进而优化SEM 投放的方法。此方法由SEM 第三方代理公司根据教育培训行业客户的通用需求研发，但具备通用性，可以便捷地复制到其他行业或供某一广告主使用。研究中所使用的主要数据是搜索引擎公开展示的SEM 广告。整套方法由一个概念模型和一系列用于完成具体数据分析任务的描述性统计方法组成。分析结果包含一套刻画行业(也可以是子行业/业务线/竞争对手/行业重要关键词等维度)SEM 广告投放策略特征及变化趋势的图表，以及据此生成的对市场趋势的判断和优化投放建议。这种方法所需的数据容易获取、方法可扩展性好，产出可用来制定有针对性的投放策略和优化方案，是一种非常经济监控竞品以及提升广告投放效果的方法。 |
| 英文摘要 |
This paper describes a method for using the disclosed data show SEM advertising, industry competition judge and competitor trends, thus serving to optimize SEM methods. This method consists of SEM third party agents according to the general development of the education and training needs of industrial customers, but with generic and can easily be copied to other industries or for some advertisers to use. The main data used in the study are publicly displayed SEM search engine advertising. The method consists of a set of conceptual model and a set for the completion of specific information descriptive statistics analysis of the composition of the task. Analysis results include a characterization of the industry (it can be sub-sector / line of business / competitor / industry important keywords, and other dimensions) SEM advertising strategy characteristics and trend charts, market trends and the judgment accordingly generation and optimization serving suggestions. This method is easy to obtain the necessary information, methods and good scalability, the output can be used to develop targeted strategies and delivery optimization, it is a very economical way to improve monitoring of competitive products and advertising effectiveness. |
| 主题分类 |
基礎與應用科學 >
資訊科學 基礎與應用科學 > 統計 社會科學 > 管理學 |
| 参考文献 |
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