Optimizing advertisements display for top ad placement in sponsored search

Every day a large number of ads from advertisers enters the search engine displaying ads machine. The main purpose of advertiser's ad is to be shown on the main search results page of the search engine (sponsored search) for such queries, that suites the main topic of the corresponding ad. The paper describes a new algorithm of ad selection for each search query to show on. The appropriate optimization problem was formulated, constructed and solved within the constraints of the current system, such as the total money derived from advertisers, and the proportion of queries, which ad can be shown. The criterion of optimality is the efficiency of advertising impressions, which is defined by users satisfaction and, therefore, the increase of their attention to the sponsored search on the main search page.