Research on optimal policy of budget allocation cross GSP search engines

Recently, sponsored search has been rapidly growing which increase tremendous interests in improving performance in search engine marketplace. The complexity of market dynamics makes it difficult for advertisers to maximizing the effect of advertising. Simulation analysis is a more viable option than real world testing especially in fast accomplishing different experiments and effectively prompting decision making supports. In this paper, the sponsored search budget allocation problem model integrated with quality score for single search engine has been exploered and then extended to multiple quality-based search engines. Also, several advertising policies have been proposed and verified under the general simulation framework in both single and multiple search engine scenarios.