A semantic transfer approach to keyword suggestion for search engine advertising

Keyword decisions in sponsored search advertising: A literature review and research agenda

“…Zhang et al, 2014b), and improve the matching efficiency by using machine learning methods (e.g.,Radlinski et al, 2008;Gupta et al, 2009;Grbovic et al, 2016), those in economics put a premium on the balance between risk and profit in keyword selection(Symitsi et al, 2022) and the economic consequence of matching mechanisms(Singh and Roychowdhury, 2008), and those in management science concentrate on the strategic role of keyword management costs (Amaldoss We also found that some studies used keyword suggestion to represent keyword selection (e.g.,Zhang et al, 2014b;Zhang and Qiao, 2018). We believe that this phenomenon can be attributed to the interdisciplinary nature of keyword decisions.…”

“…The MTSTA-based keyword generation finds keywords with multi-step relevance that is no less than a certain threshold in the query logs (Zhang & Qiao, 2018;Zhang et al, 2021). In order to explore keywords with indirect relevance, Zhang and his colleagues explored a MTSTA-based keyword generation method by iteratively conducting co-occurrence analysis to form a hierarchal multi-step relevance tree, and developed a pruning strategy to reduce the computational consumption in generating the transfer paths.…”

Keyword targeting optimization in sponsored search advertising: Combining selection and matching

“…In the SSA field, plentiful research efforts have been made to explore search auction mechanism design (e.g., Huang and Kauffman, 2011; and search user behavior analysis (e.g., Lo et al, 2014;Vragov et al, 2019;Lian et al 2021), empirical analysis of performance indices (e.g., Yang et al, 2018;Jeziorski and Moorthy, 2018;Schultz, 2020;Yang and Zhai, 2022), and advertising decisions including bidding optimization (e.g., Küç ükaydin et al, 2020;Kim et al, 2021), budget optimization (e.g., Yang et al, 2012;Yang and Xiong, 2020;Avadhanula et al, 2021;Yang et al, 2021b), and keyword optimization (e.g., Qiao et al, 2017;Nie et al, 2019;Scholz et al, 2019;Song et al, 2021;Zhang et al, 2021). This study focuses on one particular type of keyword decisions, i.e., keyword targeting, which draws from two research streams, namely keyword selection and keyword matching.…”

Integrating Keyword Segmentation and Budget Allocation Decisions in Sponsored Search Advertising

“…Advertisers can select keywords using a variety of keyword suggestion tools (Chen, 2010, Scholza, Brenner, andHinz, 2019;Zhang, Zhang, and Chen, 2021). Nevertheless, the identification and selection of high utility keywords for a specific marketing goal is a non-trivial problem (Li, Pan, & Wang, 2010;Lu & Yang, 2017).…”