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From query log to competitive advertising: A business intelligence method for elaborating consideration set of keywords

机译:从查询日志到竞争性广告:一种用于精心设计关键字考虑因素的商业智能方法

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With the rapid development of keyword advertising on search engine platforms, competitive advertising becomes a novel strategy for advertisers to gain more potential market share. Though keyword suggestion methods can help match the keywords chosen by the advertisers and the queries in search engine, mainstream keyword suggestion methods suggest keywords by directly extending seed keywords and cannot support competitive keyword advertising effectively, which can further help advertisers understand the competitive intelligence from search engine users' intention and adopt an competitive advertising strategy to seize competitive advantage. This paper proposes a notion of competitive keyword as well as competitiveness in keyword advertising. Moreover, a novel competitive keyword suggestion method, namely CompKey, is designed to help advertiser find more appropriately competitive keywords based on query log without incorporating further exogenous knowledge, e.g., webpage contents or semantic hierarchy. Furthermore, analyses on two real world cases show the benefits and effectiveness of the proposed notion and the CompKey method.
机译:随着搜索引擎平台上关键字广告的快速发展,竞争性广告已成为广告商获得更多潜在市场份额的新颖策略。尽管关键字建议方法可以帮助匹配广告主选择的关键字和搜索引擎中的查询,但是主流关键字建议方法通过直接扩展种子关键字来建议关键字,并且不能有效地支持竞争性关键字广告,这可以进一步帮助广告主从搜索中了解竞争情报。激发用户的意图,并采用竞争性广告策略来抢占竞争优势。本文提出了竞争关键词以及关键词广告竞争力的概念。此外,一种新颖的竞争性关键字建议方法,即CompKey,被设计成帮助广告商基于查询日志找到更合适的竞争性关键字,而无需结合进一步的外来知识,例如网页内容或语义层次。此外,对两个实际案例的分析显示了提出的概念和CompKey方法的好处和有效性。

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