Finding competitive keywords from query logs to enhance search engine advertising
Finding competitive keywords from query logs to enhance search engine advertising
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DOI：
10.1016/j.im.2016.11.003
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发表时间：
2017-06
期刊：
影响因子：
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通讯作者：
Dandan Qiao;Jin Zhang;Q. Wei;Guoqing Chen
中科院分区：
文献类型：
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作者：
Dandan Qiao;Jin Zhang;Q. Wei;Guoqing Chen
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.
