In Proceedings of the 17th international conference on world wide web, Īsadpour, A., Bateni, M., Bhawalkar, K., & Mirrokni, V. Simrank++: Query rewriting through link analysis of the clickgraph (poster). Keyword management costs and “broad match” in sponsored search advertising. Empirical generalizations in search engine advertising. Ībou Nabout, N., Lilienthal, M., & Skiera, B. In Proceedings of the ninth international conference on electronic commerce, ICEC’07 (pp. Keyword generation for search engine advertising using semantic similarity between terms. Therefore, STAKS is deemed effective in supporting the advertisers to achieve high advertising impressions with relatively low bidding prices.Ībhishek, V., & Hosanagar, K. Data experiments show the superiority of STAKS which finds more novel keywords, owing to the indirect relevance ignored by existing methods. Moreover, three pruning strategies are designed to (1) ensure the relevance between the suggested keywords and the seed keywords, (2) narrow the semantic drift and (3) reduce the computational consumption. Compared with the existing methods which explore keywords with direct relevance to the given seed keyword, STAKS can find keywords with multi-step indirect relevance through semantic paths. In this regard, this paper proposes a novel semantic transfer approach (named STAKS) to suggesting keyword for search engine advertising. Therefore, abundant relevant keywords need to be discovered to reduce the advertising cost. However, the advertisers generally focus on limited popular advertising keywords, leading to fierce competition. Search Engine Advertising has been widely adopted by advertisers to target potential consumers.

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