Analysis of the Effectiveness of Implementing Automated Bidding Management System for Yandex Direct in Agency of Contextual Advertising

Student: Avdeev Andrei

Supervisor: Evgeny Isaev

Educational Programme: Business Informatics (Master)

Year of Graduation: 2017

The paper examines the tool for conducting highly effective advertising campaigns, whose work is built on the k-means clustering method. This system works in an automatic mode to maximize profit, turnover or the number of orders within the established budget. The study contains a description of the functional of the tool modules, the operation principle of the k-means algorithm, applied to the sphere of contextual advertising, as well as evaluating the effectiveness of the tool in optimizing advertising and managing bids in terms of keywords. In the practical part of the work, a case is described for using this tool in an actual business, calculations of performance indicators, comparative data "before" and "after" the implementation of the tool by keywords are given.

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