Sixth IEEE International Conference on Data Mining - Workshops (ICDMW'06) 2006
DOI: 10.1109/icdmw.2006.104
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Keyword Generation for Search Engine Advertising

Abstract: Keyword 3 generation for search engine advertising is an important problem for sponsored search or paidplacement advertising. A recent strategy in this area is bidding on nonobvious yet relevant words, which are economically more viable. Targeting many such nonobvious words lowers the advertising cost, while delivering the same click volume as expensive words. Generating the right nonobvious yet relevant keywords is a challenging task. The challenge lies in not only finding relevant words, but also in finding … Show more

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Cited by 84 publications
(60 citation statements)
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“…It is similar to [3]. Given a set of seed terms, the corresponding characteristic documents form a corpus.…”
Section: Candidate Term Generationmentioning
confidence: 99%
“…It is similar to [3]. Given a set of seed terms, the corresponding characteristic documents form a corpus.…”
Section: Candidate Term Generationmentioning
confidence: 99%
“…Several methods have been proposed for choosing relevant keywords [9] or cheaper but still effective keywords [1]. In general, this advertising approach suffers from the vocabulary impedance problem [13].…”
Section: Related Workmentioning
confidence: 99%
“…Keyword Selector Tool 2 , and Microsoft adCenter Labs' Keyword Group Detection 3 ). Previous approaches to the keyword generation problem have exploited the content of either Web pages [10,20,26] or search engine results [14]. In this paper, we tackle the problem by making use of search engine query-click logs, an approach that has received limited attention in the literature [4].…”
Section: Introductionmentioning
confidence: 99%