AdBudgetOptimizer User Manual
Contents
1. been saved before you will be prompted to enter a file name and to choose a location for the file If the file has been saved previously Save writes the changes to the same file without any further interaction You can always save to a different file by selecting Save as in the File menu This command will open the file dialog OPEN A CAMPAIGN FILE To open an existing campaign file select Open in the File menu You can then choose a file with the file dialog and open it by clicking on Open The campaign file will be displayed in a new tab CLOSE A CAMPAIGN FILE To close the currently active campaign tab select Close in the File menu or click the red close button on the right side of the tab If the tab contains unsaved changes you will be asked if the modifications should be saved or discarded 4 Editing campaign data SET A CAMPAIGN BUDGET You can enter the overall campaign budget into the text field labeled Budget within the header in the campaign tab panel If this field is left blank or if you enter a value less than or equal to 0 the budget is assumed to be unlimited DD OR REMOVE KEYWORDS TO FROM A CAMPAIGN Each keyword in a campaign is represented by a keyword panel To add a new keyword click the Add Keyword button within the campaign tab body To remove a keyword click the Delete button in the top right corner of the keyword panel 5 Editing keyword data Campaignid Groupld Keywordid Max CPC2. on leading to a higher number of total clicks per day The actual price for a received click is usually calculated by taking into ac count the bid of the next highest bidder therefore it is mostly lower than the bid value and it may be different for each individual click The advertiser can specify a budget for the total cost of a keyword per day If the budget is exhausted no more ads are shown for that keyword thereby limiting the total number of received clicks per day Thus the total number of clicks per day and the average cost per click depend on the max CPC bid value how much to spend at most for each click as well as on the daily budget how much to spend at most for all clicks together The expected value of the total cost per keyword and day can be calculated by multiplying the expected number of clicks by the expected value of the average cost per click Ad vertising networks usually provide tools for estimating how many clicks per day a given max CPC bid value will generate and how much each click will cost on average To determine appropriate max CPC bid and budget values for a keyword the advertiser needs to take into account how much earnings each click generates on average Estimates for earnings per click are usually derived from historical data and may e g be calculated by dividing total profit resulting from a single keyword not taking into account PPC advertising cost by the total number of clicks received through t
3. Avg Clicks Avg CPC Delete ci G1 K1 0 o 0 Description test keyword Save Cance Avg earnings per click 4 Earnings 0 00 Cost 0 00 Profit Add traffic estimate Figure 2 Keyword panel EDIT KEYWORD PARAMETERS The keyword panel header section contains five fields for entering keyword specific data The first three fields can be used to identify the keyword You can enter an advertising campaign ID in see Figure 2 a keyword group ID in and or a keyword ID in The field is used for the actual textual description of the keyword None of the aformentioned fields requires special format and they may also be left blank The mandatory field stores the earnings per click value of the keyword Additionally the header section contains three read only fields which display the expected earnings cost and profit O of the keyword These values are calculated by taking into account the currently selected max CPC bid value see below ADD A TRAFFIC ESTIMATE In the list of traffic estimates to the right of the header section each row represents a single estimate consisting of a max CPC bid value an average CPC value and a corresponding number of clicks Initially the list contains only one entry with a max CPC bid value of 0 Selecting this entry means that no budget is assigned to the keyword i e it will not be used at all To add a new traffic estimate click the Add traffic estimate button at the bo
4. ate Figure 4 Optimal traffic estimate After the optimization has completed a row for the optimal max CPC bid value will be inserted at the top of the list of traffic estimates in each keyword panel Furthermore the values of cost earnings and profit per keyword in the keyword panel header section as well as the aggregate values in the campaign header section will be up dated according to the optimal solution 10 Note that the solution for a keyword always consists of both the max cpc bid value and the cost value You can continue to modify the campaign after the optimization and restart the optimization at any time 7 Exporting solutions To export the current solution select Export Solution in the File menu You will be prompted to enter a name and to select a location for the solution file The file format is described in the next section 8 File Formats CAMPAIGN FILES Campaign files are saved in JSON format A campaign consists of a single top level JSON object keywords KEYWORD budget float A campaign object has two fields a budget field of type float and a keywords field which stores an array of keyword objects Each keyword object has the following structure KEYWORD campaign_id string Tdgroup idt String keyword_id string deserrptron string avg epc float toost 2 float earnings float vore rev float VoLicks float maz cpet float esti
5. etOptimizer 1 Installation INSTALLING ON WINDOWS The installation can be started by double clicking on the icon of the file you downloaded when purchasing the software A setup wizard will lead you through the installation process You do not need administrative privileges to install the software The installer will create an AdBudgetOptimizer group in the Windows Start menu which allows you to launch the application The group also contains a shortcut to uninstall the software INSTALLING ON LINUX The software can be installed by simply extracting the contents of the archive file you down loaded when purchasing the software First copy or move the archive file from its download location to the directory into which the program shall be installed Then in a terminal window change to that directory e g cd myprograms You can then extract the contents of the archive file tar xzvf AdBudgetOptimizer 1 1 tar gz The directory now contains a subfolder AdBudgetOptimizer To launch the program change to this subfolder and run the executable cd AdBudgetOptimizer adbudgetoptimizer You can uninstall the software by simply removing the AdBudgetOptimizer directory 2 Main elements of the user interface The main elements of the user interface are shown in Figure 1 At the top of the window the Title bar shows the file name of the currently active campaign tab see below The Menu bar is located d
6. hat keyword For a given max CPC bid value expected profit per click can be calculated as the difference between average earnings and average cost per click For one single keyword it is optimal to select a max CPC bid value for which daily profit i e the number of clicks times profit per click is maximal However simultaneously determining optimal max CPC bid values for multiple keywords becomes a challenging optimization problem if total cost are constrained by a budget AdBudgetOptimizer determines solutions for this problem based on the optimization model outlined in the next section 2 Mathematical Model The optimization problem consists of selecting max CPC bid values for all keywords in such a way that total profit is maximized Since a max CPC bid value corresponds to a particular number of clicks per day as well as to a particular average cost per click value expected cost and earnings per day can be calcu lated unambiguously for every given bid value Consequently the optimization problem of selecting optimal bid values can be reformulated as one of selecting optimal cost profit com binations The key idea is to construct an approximation of the feasible region of cost profit combinations from a finite set of traffic estimates where a traffic estimate means a combi nation of a max CPC bid value a corresponding number of clicks and an average cost per click value Formally the optimization model represents an ad
7. irectly below the Title bar When you click on a menu label a dropdown menu with various commands will appear AdBudgetOptimizer is a single window application though it is possible to work with mul tiple campaigns at the same time by using tabs The Tab bar which is located just below s L File Edit Help Delete Add traffic estimate Figure 1 Main elements of the user interface the Menu bar allows switching between different campaign tabs A tab can be activated by clicking on it A campaign contains all the keywords which are to be optimized together Each campaign is represented by a single tab in the user interface and by a single file in the file system A campaign tab is divided into a header section with information about the whole campaign and a body section for displaying panels G with information about individual keywords The header section of a campaign tab contains an input field for the total campaign budget a button for starting the optimization and three fields for the overall result values total cost total earnings and total profit Each keyword panel contains a header and to the right of the header a list of traffic estimates 3 Working with campaign files and tabs CREATE A NEW CAMPAIGN To create a new campaign select New in the File menu A new tab will appear in the Tab bar SAVE A CAMPAIGN To save a campaign to a file select Save in the File menu If the campaign has not
8. mates TRAFFIC_ESTIMATE optimal_estimate TRAFFIC_ESTIMATE null active int 11 The fields campaign id adgroup_id keyword id and description contain the respective values which identify the keyword and the field av epc is used to store the value of the average earnings per click The fields cost earnings profit clicks and max cpc store the respective result values of the corresponding keyword The list of user provided traffic estimates is stored as an array of traffic estimate objects in the field estimates The optimal estimate ist stored separately in optimal estimate The integer value in active indicates which traffic estimate is currently selected A value of 1 represents the optimal estimate a value of 0 stands for the estimate with a max CPC bid value of zero and a value greater than or equal to 1 corresponds to the index of one of the user provided traffic estimates in the array field estimates A traffic estimate object consists of three float fields TRAFFIC ESTIMATE max epe float avg clicks float avg cpe float SOLUTION FILES Solution files are saved in semicolon delimited CSV format with the following columns 1 CampaignId 2 Groupld 3 Keywordld 4 Description 5 Cost 6 Earnings 7 Profit 8 Clicks 9 Max CPC The first row contains the columns names and each subsequent row represents the solution of a single keyword 12
9. o oo ooon AdBudgetOptimizer Standard Edition Version 1 1 User Manual 2014 Andreas Dopfer Contents I Introduction 1 Budget Allocation in Online Advertising Campaigns 2 Mathematical Model Il Using AdBudgetOptimizer 1 Installation 2 Main elements of the user interface 3 Working with campaign files and tabs 4 Editing campaign data 5 Editing keyword data 6 Optimizing a campaign 7 Exporting solutions 8 File Formats List of Figures Pwn She Main elements of the user interface Key Word panels sos es 4 5 088 Gad amp yee Wee Gem dens BeBe Ana ia Editing traffic estimates otis a we ee 63 we Optimal traffic estimate 4 ese pee 10 11 11 I Introduction 1 Budget Allocation in Online Advertising Campaigns AdBudgetOptimizer is a program for determining optimal budget allocation strategies in bid based pay per click PPC advertising campaigns In PPC campaigns advertisers select keyword phrases for which they want to show ads on content pages or search engine result pages They then pay for each click they receive through their ads In order for an ad to get displayed the advertiser beforehand needs to specify the highest price per click he or she is willing to pay hereinafter maximal cost per click bid abbre viated max CPC bid The higher the bid the better the placement on the target page and the higher the likelihood for the ad being clicked
10. ttom of the keyword panel header You can then enter the three required values into the respective fields of the popup dialog at the bottom of the list Click the Save button when done or Cancel to discard the entry EDIT OR DELETE A TRAFFIC ESTIMATE To change the values of a traffic estimate click its corresponding edit button You can then modify the values in the popup dialog Click the Save button when done or Cancel to discard the changes To remove an estimate click the Delete button on the left hand side of the popup dialog Campaignid Groupld Keywordid Max CPC Avg Clicks Avg CPC c Delete K1 Description test keyword L Delete 3 5 Avg earnings per click 4 Earnings Cost Profit Add traffic estimate Figure 3 Editing traffic estimates SELECT A BID VALUE MANUALLY To select a max CPC bid value for a keyword manually click the corresponding radio but ton in the row of the traffic estimate The values of cost earnings and profit in the keyword header section as well as the aggregate values in the campaign header section will be up dated accordingly 6 Optimizing a campaign To start the optimization click the Optimize button in the campaign header section Campaignid Groupld Keywordid Max CPC Avg Clicks Avg CPC c1 G1 K1 e opt 4 2 150 2 9 Description test keyword 0 0 Avg earnings per click ws 3 5 4 Delete 4 2 Earnings Cost Profit Add traffic estim
11. vertising campaign which consists of n keywords and an overall budget C For each keyword i an earnings per click value e and a set of m traffic estimates must be given Each traffic estimate j consists of a max CPC bid value b and corresponding values for the number of clicks x and for the average cost per click The goal is to set a max CPC bid value B and a budget C for each keyword i so that overall profit P is maximized The budget value C corresponds to the estimated cost of all clicks received through keyword 2 For each keyword i cost C and earnings F can be calculated as Mi G dati fori 1 n j Mi E _erivy fori 1 n j l The variables v are auxiliaries whose values correspond to the fractions by which each traffic estimate 7 is represented in the solution of keyword 7 The following constraints apply O lt vy lt l fori Tnm ES Ts 3 D l fori 1 n 4 j 1 Profit per keyword can be calculated as P F Ci fori 1 n Aggregate values of campaign profit and cost can be calculated as n ptotal X P i 1 n total gt C i l Finally total cost C must not exceed the overall budget total lt or The optimization probem can then be formulated as max ptotal subject to 1 to 8 After a solution is determined max CPC bid values B can be calculated as Mi B Vijbij fori 1 n j l 5 6 7 8 Il Using AdBudg
Download Pdf Manuals
Related Search