NDLI: From query log to competitive advertising: A business intelligence method for elaborating consideration set of keywords

Content Provider	IEEE Xplore Digital Library
Author	Wei Ying Wei Qiang Zhang Jin
Copyright Year	2013
Description	Author affiliation: Henan Mech. & Electr. Eng. Coll., China (Wei Ying) \|\| Sch. of Econ. & Manage., Tsinghua Univ., Beijing, China (Wei Qiang; Zhang Jin)
Abstract	With the rapid development of keyword advertising on search engine platforms, competitive advertising becomes a novel strategy for advertisers to gain more potential market share. Though keyword suggestion methods can help match the keywords chosen by the advertisers and the queries in search engine, mainstream keyword suggestion methods suggest keywords by directly extending seed keywords and cannot support competitive keyword advertising effectively, which can further help advertisers understand the competitive intelligence from search engine users' intention and adopt an competitive advertising strategy to seize competitive advantage. This paper proposes a notion of competitive keyword as well as competitiveness in keyword advertising. Moreover, a novel competitive keyword suggestion method, namely CompKey, is designed to help advertiser find more appropriately competitive keywords based on query log without incorporating further exogenous knowledge, e.g., webpage contents or semantic hierarchy. Furthermore, analyses on two real world cases show the benefits and effectiveness of the proposed notion and the CompKey method.
Starting Page	179
Ending Page	185
File Size	323092
Page Count	7
File Format	PDF
ISBN	9781479904730
ISSN	21551855
e-ISBN	9781479904747
DOI	10.1109/ICMSE.2013.6586280
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2013-07-17
Publisher Place	China
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Liquids bounded rationality Tablet computers Educational institutions consideration set keyword suggestion competitive advertising Tides business intelligence Semantics Search engines keyword advertising Advertising
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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