Pinterest的活动预算

Kelvin Jiang |Software Engineer; Keshava Subramanya | Engineering Manager; Yeming Shi | Software Engineer, Ads Intelligence

姜文｜软件工程师；Keshava Subramanya｜工程经理；史晔明｜软件工程师，广告智能。

Introduction

简介

Pinterest is a visual discovery engine that helps Pinners find inspirational ideas. Advertisers use Pinterest to connect with Pinners on these journeys to inspiration, and seek to promote products or services efficiently.

Pinterest是一个视觉发现引擎，帮助Pinners找到灵感的想法。广告商利用Pinterest在这些灵感之旅中与品客建立联系，并寻求有效地推广产品或服务。

The Ads Intelligence team at Pinterest builds products that help advertisers maximize the value they get out of their ad campaigns. As part of that initiative, we have recently launched the Campaign Budget Optimization product for Pinterest Ads.

Pinterest的广告智能团队建立了一些产品，帮助广告商从他们的广告活动中获得最大价值。作为这一举措的一部分，我们最近为Pinterest广告推出了活动预算优化产品。

Campaign Budget Optimization, or CBO, is an automated ads product that benefits advertisers by distributing the advertising budget for each campaign across the underlying ad groups in an automated manner. The goal of Campaign Budget Optimization is to:

活动预算优化，或称CBO，是一种自动广告产品，通过在基础广告组中自动分配每个活动的广告预算，使广告商受益。广告预算优化的目标是。

• Maximize advertiser value, for example driving clicks or conversions, depending on the campaign
• 最大限度地提高广告商的价值，例如推动点击率或转换率，这取决于广告活动。
• Improve the budget utilization of the campaign by allowing the budget to be shared across ad groups
• 通过允许预算在各广告组之间共享，提高活动的预算利用率
• Simplify the advertiser experience and eliminate the need for manual budget adjustments
• 简化广告商的体验，消除手动调整预算的需要

Problem Statement & Motivations

问题陈述和动机

Advertisers create campaigns with a number of ad groups, and set budget amounts for each ad group separately. Budget allocation is a non-trivial task, because advertisers usually have little prior insight into each ad group’s scale and performance, and tuning ad group budgets can be a manual and repetitive process. CBO seeks to address this problem by moving budgets to the campaign level, and automatically distributing this budget to ad groups in real-time.

广告主通过一些广告组来创建广告活动，并为每个广告组单独设置预算金额。预...