Keyword Generation for Sponsored Search Advertising: Balancing Coverage and Relevance

Han Nie, Yanwu Yang, Daniel Zeng

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

How to automatically generate a pool of keywords used by potential consumers is a challenging issue for advertisers in sponsored search advertising (SSA). Such a keyword pool serves as the base for market research and determines the feasible space of consequent keyword related decisions. This article presents a novel method for keyword generation with Wikipedia as a corpus of the source text (WIKG). Starting with a few seed keywords, the WIKG supports flexible keywords generation by taking advantage of Wikipedia's rich link structure to construct a graph of entry articles in an iterative way. The termination condition is determined by a threshold reflecting the tradeoff between coverage of the generated keyword set and its relevance to seed keywords. Experimental results show that the WIKG outperforms three baselines derived from the extant literature, in terms of both coverage and relevance.

Original languageEnglish (US)
Article number8822966
Pages (from-to)14-24
Number of pages11
JournalIEEE Intelligent Systems
Volume34
Issue number5
DOIs
StatePublished - Sep 1 2019
Externally publishedYes

Keywords

  • keyword generation
  • keyword research
  • sponsored search advertising
  • Wikipedia

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Artificial Intelligence

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