This paper explores the integration of strategic optimization methods in
search advertising, focusing on ad ranking and bidding mechanisms within
E-commerce platforms. By employing a combination of reinforcement learning and
evolutionary strategies, we propose a dynamic model that adjusts to varying
user interactions and optimizes the balance between advertiser cost, user
relevance, and platform revenue. Our results suggest significant improvements
in ad placement accuracy and cost efficiency, demonstrating the model's
applicability in real-world scenarios.

本文探讨了在电子商务平台中将战略优化方法引入搜索广告领域，重点关注广告排名和竞价机制。通过结合强化学习和进化策略，我们提出了一个动态模型，能够根据用户交互的变化优化广告成本、用户相关性和平台收益的平衡。我们的研究结果表明，在广告投放准确性和成本效率方面取得了显著的改进，证明了该模型在实际场景中的适用性。

优化搜索广告策略：将强化学习与广义第二价格拍卖相结合以实现增强型广告排名和出价

Optimizing Search Advertising Strategies: Integrating Reinforcement  Learning with Generalized Second-Price Auctions for Enhanced Ad Ranking and  Bidding

Retrieving keywords (bidwords) with the same intent as query, referred to as
close variant keywords, is of prime importance for effective targeted search
advertising. For head and torso search queries, sponsored search engines use a
huge repository of same intent queries and keywords, mined ahead of time.
Online, this repository is used to rewrite the query and then lookup the
rewrite in a repository of bid keywords contributing to significant revenue.
Recently generative retrieval models have been shown to be effective at the
task of generating such query rewrites. We observe two main limitations of such
generative models. First, rewrites generated by these models exhibit low
lexical diversity, and hence the rewrites fail to retrieve relevant keywords
that have diverse linguistic variations. Second, there is a misalignment
between the training objective - the likelihood of training data, v/s what we
desire - improved quality and coverage of rewrites. In this work, we introduce
CLOVER, a framework to generate both high-quality and diverse rewrites by
optimizing for human assessment of rewrite quality using our diversity-driven
reinforcement learning algorithm. We use an evaluation model, trained to
predict human judgments, as the reward function to finetune the generation
policy. We empirically show the effectiveness of our proposed approach through
offline experiments on search queries across geographies spanning three major
languages. We also perform online A/B experiments on Bing, a large commercial
search engine, which shows (i) better user engagement with an average increase
in clicks by 12.83% accompanied with an average defect reduction by 13.97%, and
(ii) improved revenue by 21.29%.

本文提出了 CLOVER 框架，通过增加多样性的强化学习算法来优化人类对重写质量的评估，从而生成高质量和多样化的查询重写，离线实验和 Bing 上的在线实验都证明了该方法的有效性。