99.9%???????Facebook?????????????

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?????????????Facebook?Google????????

Facebook?Google??????????????????????99.9%?????????????????????????????????????????????????????????????????????????????????????????????????


????

Google??????????????Generalized Second Price???GSP??

Facebook????GSP?VCG?Vickrey-Clarke-Groves??????

??????????Generalized Second Price???GSP????

????????????????????????????????????????????????

??=?????(???????????????.???

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???

A??????4+0.01=4.01
B??????2+0.01=2.01
C????

??????????=????*???????i????????????????????i+1?????????????????????0.01???????????????????????????$0.01?????????????????????

????????A ???????$10?????B????$4????GSP????A???$4 + $0.01(0.01??????)???????A?B????????

??????A??$7(??A???????????)?B??$8(??B?????????)???B??$7.01????????????????????????????B?????$3.01?

??????A??$3.5?B??$3???A??$3.01????????????B??$3.6????$3.51???????????????????$0.49?

??????????????????????????????????????A??????$10?B??????????????????$4?????$4??A??????$4.01???????????????????A????$9.99????????????

????????????Google?????????????????????????????????CTR??????????????????????????????????????????????????????????????

GSP????????????????????????????????????????????

GSP????????????????????????VCG????????

???VCG?Vickrey-Clarke-Groves??????

????????????????????????????????????

???

1?A??????B?C?????200*4+ 100*2 = 1000?

2?A?????B?C?????100*4 + 0*2 = 400?

3???A????????B?C???1000- 400 = 600?

4????A??????????600 / 200 = 3?

Pacing??

Pacing???????????????????

Google Adwords???????????Adwords??????????????????????????????,??????????????????ROI?

Facebook???pacing?????????????????????????????????Facebook ?????????????????????????????????????????????????????????????????????????????????????????????????????????????????????Facebook ????????????????????

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??????????????????$10??CPC??????????????????$5????

???????3??????????,?????pacing?????????????

??????Pacing?????

?????????????????????????????????????????

???????????????????????????????????????????????

?????= $10
??????? = 6 *$5 = $30
????? =$5
?? = $10
????? = $30 � $10 = $20

????????

???????????????????????????????????????????

????? = $4
??????? =4* $5 = $20
????? = $5
??= $10
????? = $20 � $4 = $16

????Pacing????????

??????????????????????????????????????

????? = $10
??????? =7* $5 = $35
????? = $5
?? = $10
????? = $35 � $10 = $25

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Pacing ??????????????????????????????????????????????????????????????????Pacing ???????????????????????????

Pacing ??????????????????????????????????????????????????????????????????????

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Google Adwords??????????????????????

Facebook????????????????????????????????????????????????????????

?????????????????????????????Facebook??????Google??????????????????????????????????Facebook?Google??????????????????????????????????????????????????????????????????????????????

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