Keyword suggestion methods are important to effectively match the keywords chosen by the advertisers and the queries in search engine advertising. Existing keyword suggestion methods can only suggest keywords with high complementary relevance based on concurrence analysis which cannot support competitive keyword advertising. This paper proposes a notion of substitute relevance as well as the corresponding definition of the substitute keyword. Moreover, a novel substitute keyword suggestion method named SKS is designed to help advertisers find more appropriately competitive keywords. Examples and experiments demonstrate the efficiency and effectiveness of the proposed method.
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