Bidding Strategies based on Type-1 and Interval Type-2 Fuzzy Inference Systems for Google Adwords Advertising Campaigns

Google Adwords has a bidding price optimization scheme for its campaigns, where the user proposes the maximum bidding price, and then Adwords adapts the final bidding price according to the performance of a particular campaign. This paper proposes a bidding price controller based on a fuzzy system. Specifically, two approaches are considered: a type-1 fuzzy inference system, and an interval type-2 fuzzy inference system. The results show that the proposed methods are superior to the Adwords optimization method, and that there isn't enough statistical evidence to support the superiority of the interval type-2 fuzzy inference system against the type-1 fuzzy inference system, although type-2 is slightly better.