Adwords Keyword Set Selection Decision Support System Using AHP and TOPSIS Method

摘要

CV. Gitani Creative Agency is a company engaged in the field of creative agency providing digital marketing service. Google Adwords is a platform used by the company to run this service. Keyword set selection is critical to the performance of ads. However, finding the right keyword set is not an easy task. The company needs to consider various criteria to get the optimal advertising results. Decision support system (DSS) is needed as an objective reference in the process of keyword set selection. The criteria for decision-making are click, impressions, cost, and avg. CPC. AHP method is used to compare the value of each criteria and then generate priority weights of each criteria. While TOPSIS method is used for alternative ranking. The combination of these methods aims to improve the performance of TOPSIS method. The result of this study shows that the combination of AHP and TOPSIS methods can be used to determine the best keyword set for ads. Based on the testing results, DSS can do alternative ranking correctly in accordance with the results of manual calculation and it is also flexible to the changes in criteria and alternatives.