Keyword Generation for Sponsored Search Advertising: Balancing Coverage and Relevance
Han Nie, Yanwu Yang, Daniel Dajun Zeng · IEEE Intelligent Systems · 2019
How to automatically generate a pool of keywords used by potential consumers is a challenging issue for advertisers in sponsored search advertising (SSA). Such a keyword pool serves as the base for market research and determines the feasible space of consequent keyword related decisions. This article presents a novel method for keyword generation with Wikipedia as a corpus of the source text (WIKG). Starting with a few seed keywords, the WIKG supports flexible keywords generation by taking advantage of Wikipedia's rich link structure to construct a graph of entry articles in an iterative way. The termination condition is determined by a threshold reflecting the tradeoff between coverage of the generated keyword set and its relevance to seed keywords. Experimental results show that the WIKG outperforms three baselines derived from the extant literature, in terms of both coverage and relevance.