Hong Kong, China
Dec. 18, 2006 to Dec. 22, 2006
Amruta Joshi , Stanford University, USA
Rajeev Motwani , Stanford University, USA
Keyword3 generation for search engine advertising is an important problem for sponsored search or paidplacement advertising. A recent strategy in this area is bidding on nonobvious yet relevant words, which are economically more viable. Targeting many such nonobvious words lowers the advertising cost, while delivering the same click volume as expensive words. Generating the right nonobvious yet relevant keywords is a challenging task. The challenge lies in not only finding relevant words, but also in finding many such words. In this paper, we present TermsNet, a novel approach to this problem. This approach leverages search engines to determine relevance between terms and captures their semantic relationships as a directed graph. By observing the neighbors of a term in such a graph, we generate the common as well as the nonobvious keywords related to a term.
Amruta Joshi, Rajeev Motwani, "Keyword Generation for Search Engine Advertising", ICDMW, 2006, 2013 IEEE 13th International Conference on Data Mining Workshops, 2013 IEEE 13th International Conference on Data Mining Workshops 2006, pp. 490-496, doi:10.1109/ICDMW.2006.104