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cs.IR2023★ 27 cited
Keyword Decisions in Sponsored Search Advertising: A Literature Review and Research Agenda
Yanwu Yang, Huiran Li
In sponsored search advertising (SSA), keywords serve as the basic unit of business model, linking three stakeholders: consumers, advertisers and search engines. This paper present…
cs.IR2022★ 18 cited
Keyword Targeting Optimization in Sponsored Search Advertising: Combining Selection and Matching
Huiran Li, Yanwu Yang
In sponsored search advertising (SSA), advertisers need to select keywords and determine matching types for selected keywords simultaneously, i.e., keyword targeting. An optimal ke…