Finding competitive keywords from query logs to enhance search engine advertising

被引：20

作者：

Qiao, Dandan ^{[1
]}

Zhang, Jin ^{[2
]}

Wei, Qiang ^{[1
]}

Chen, Guoqing ^{[1
]}

机构：

[1] Tsinghua Univ, Sch Econ & Management, Beijing 100084, Peoples R China

[2] Renmin Univ China, Sch Business, Beijing 100872, Peoples R China

来源：

INFORMATION & MANAGEMENT | 2017年 / 54卷 / 04期

基金：

中国国家自然科学基金;

关键词：

Competitive advertising; Keywords suggestion; Topic modeling; Factor graph model; Search engine advertising; Query logs; FACTOR GRAPHS; ONLINE;

D O I：

10.1016/j.im.2016.11.003

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

This study has proposed a topic based competitive keywords suggestion method called TCK to enhance search engine advertising. On the basis of query logs, the method explores the indirect associations between keywords and extracts the hidden topic information to identify competitive keywords. It can help advertisers not only broaden the choices of keywords but also carry out a competitive strategy for search engine advertising. Extensive experiments have been conducted to demonstrate the effectiveness of the proposed method. Results prove that the proposed method performs better than existing keyword suggestion methods, contributing greatly to the keyword suggestion advertising market. (C) 2016 Elsevier B.V. All rights reserved.

引用

页码：531 / 543

页数：13

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