An Approach to Cover More Advertisers in Adwords

Advertising through web search engines is one of the modes of online advertising and is described as Adwords problem. In Adwords, advertisers bid on keywords to display advertisements along with corresponding search results. During keyword auction, there is very high competition for the frequent keywords while little to no competition for the less frequent ones. In this paper, we have proposed an approach to utilize the advertisement space related to infrequent keywords to meet the demands of more advertisers by employing the notions of coverage and concept taxonomy. We employed the notion of coverage to form the multiple distinct groups of infrequent keywords. We also employed concept taxonomy to ensure that each group of keywords is semantically related. We have conducted experiments on the search queries dataset of AOL search engine. The results show that the proposed approach has a potential to meet the advertising demands of more number of advertisers over the existing approach.