519.866 Mathematical modeling of an advertising campaign

Chibisova A. V. (Bauman Moscow State Technical University), Shinakov D. S. (Bauman Moscow State Technical University)


doi: 10.18698/2309-3684-2022-3-8497

This article proposes a method for optimizing the dynamic budget allocation policy for an advertising campaign placed through an advertising tool built into the search engine. This method takes into account the unique features of social media marketing, provides an optimal budget allocation policy over time for one advertising campaign and minimizes the duration of the campaign, taking into account the specific budget and the desired level of coverage of each marketing segment. The model includes a general "efficiency function" that determines the relationship between the cost of an advertising bid at a given time and the number of new users shown at that time. This goal is achieved by implementing an algorithm for optimal solution of the problem of dynamic distribution of the advertising budget under certain boundary conditions, as well as by analyzing data on advertising campaign for June 2018. In the course of the study, an algorithm for optimal solution of the problem of dynamic distribution of the advertising budget under appropriate boundary conditions was implemented, examples of specific cases of the efficiency function were given and some models of real advertising campaigns of the enterprise were analyzed. Then, the data registered by the advertising agency of a particular enterprise was analyzed in relation to an advertising campaign registeredusing a built-in search engine tool for calculating bids and audience coverage for 30 days.

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