Related papers: Keyword Targeting Optimization in Sponsored Search…
In sponsored search advertising, advertisers need to make a series of keyword decisions. Among them, how to group these keywords to form several adgroups within a campaign is a challenging task, due to the highly uncertain environment of…
In sponsored search advertising (SSA), keywords serve as the basic unit of business model, linking three stakeholders: consumers, advertisers and search engines. This paper presents an overarching framework for keyword decisions that…
In sponsored search advertising, keywords serve as an essential bridge linking advertisers, search users and search engines. Advertisers have to deal with a series of keyword decisions throughout the entire lifecycle of search advertising…
Internet advertising is a sophisticated game in which the many advertisers "play" to optimize their return on investment. There are many "targets" for the advertisements, and each "target" has a collection of games with a potentially…
Internet search companies sell advertisement slots based on users' search queries via an auction. Advertisers have to determine how to place bids on the keywords of their interest in order to maximize their return for a given budget: this…
Sponsored search represents a major source of revenue for web search engines. This popular advertising model brings a unique possibility for advertisers to target users' immediate intent communicated through a search query, usually by…
In sponsored search, keyword recommendations help advertisers to achieve much better performance within limited budget. Many works have been done to mine numerous candidate keywords from search logs or landing pages. However, the strategy…
In sponsored search, retrieving synonymous keywords is of great importance for accurately targeted advertising. The semantic gap between queries and keywords and the extremely high precision requirements (>= 95\%) are two major challenges…
Advertising (ad for short) keyword suggestion is important for sponsored search to improve online advertising and increase search revenue. There are two common challenges in this task. First, the keyword bidding problem: hot ad keywords are…
Ad auctions in sponsored search support ``broad match'' that allows an advertiser to target a large number of queries while bidding only on a limited number. While giving more expressiveness to advertisers, this feature makes it challenging…
We present a data-driven algorithm that advertisers can use to automate their digital ad-campaigns at online publishers. The algorithm enables the advertiser to search across available target audiences and ad-media to find the best possible…
In sponsored search, retrieving synonymous keywords for exact match type is important for accurately targeted advertising. Data-driven deep learning-based method has been proposed to tackle this problem. An apparent disadvantage of this…
Cross-Modal sponsored search displays multi-modal advertisements (ads) when consumers look for desired products by natural language queries in search engines. Since multi-modal ads bring complementary details for query-ads matching, the…
In this paper, we propose a stochastic model to describe how search service providers charge client companies based on users' queries for the keywords related to these companies' ads by using certain advertisement assignment strategies. We…
Industrial sponsored search system (SSS) can be logically divided into three modules: keywords matching, ad retrieving, and ranking. During ad retrieving, the ad candidates grow exponentially. A query with high commercial value might…
Sponsored search advertising (SSA) requires advertisers to constantly adjust keyword strategies. While bid adjustment and keyword generation are well-studied, keyword pruning-refining keyword sets to enhance campaign performance-remains…
Sponsored search is an indispensable business model and a major revenue contributor of almost all the search engines. From the advertisers' side, participating in ranking the search results by paying for the sponsored search advertisement…
In search advertising, keyword matching connects user queries with relevant ads. While token-based matching increases ad coverage, it can reduce relevance due to overly permissive semantic expansion. This work extends keyword reach through…
Targeted marketing policies target different customers with different marketing actions. While most research has focused on training targeting policies without managerial constraints, in practice, many firms face managerial constraints when…
For a successful business, engaging in an effective campaign is a key task for marketers. Most previous studies used various mathematical models to segment customers without considering the correlation between customer segmentation and a…