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Keyword Decisions in Sponsored Search Advertising: A Literature Review and Research Agenda
In sponsored search advertising (SSA), keywords serve as the basic unit of business model, linking three stakeholders: consumers, advertisers and search engines.
Keyword Targeting Optimization in Sponsored Search Advertising: Combining Selection and Matching
Experimental results show that, (a) BB-KSM outperforms seven baselines in terms of profit; (b) BB-KSM shows its superiority as the budget increases, especially in situations with more keywords and keyword combinations; (c) the proposed data distribution estimation approach can effectively address the problem of incomplete performance indices over the three matching types and in turn significantly promotes the performance of keyword targeting decisions.
Optimal Keywords Grouping in Sponsored Search Advertising under Uncertain Environments
This suggests a warning for advertisers that it's not wise to take the number of keywords as the criterion for keywords grouping decisions.
