Bid optimization model for advertising campaigns with fuzzy logic

With the transfer of the competition in the tourism sector to the Internet, online travel agencies (OTA), which can be booked from the Internet, and then many hotel meta search engines (metasearch) were developed. Nowadays, users can compare the prices of a hotel in many different OTAs thanks to these metasearch and even make a reservation by clicking on the corresponding link from this metasearch. In this study; We have given an advertising proposal proposal to the campaigns of Tatil sepeti, one of the leading OTAs in Turkey, and Trivago, one of the leading metasearchs in the world, using a fuzzy logic model. We aimed to maximize the conversion amount and visibility of Tatil sepeti's campaigns and to keep the cost per click (CPC) in an optimum position. We made the management of campaigns safer with user and cost constraints. When the revenue, cost and number of clicks of the selected campaigns are compared historically, it has been determined that our optimization model gives successful results.