Bid keyword suggestion in sponsored search based on competitiveness and relevance

作者：

Highlights：

• We perform a comprehensive study on keyword bidding in sponsored search.

• We propose a competitiveness and relevance-based bid keyword suggestion method.

• We model bid keyword suggestion as a mixed integer optimization problem.

• Experiments demonstrate the effectiveness of our proposed method.

摘要

•We perform a comprehensive study on keyword bidding in sponsored search.•We propose a competitiveness and relevance-based bid keyword suggestion method.•We model bid keyword suggestion as a mixed integer optimization problem.•Experiments demonstrate the effectiveness of our proposed method.

论文关键词：Bid keyword suggestion,Bid optimization,Sponsored search

论文评审过程：Received 21 September 2012, Revised 3 January 2014, Accepted 19 February 2014, Available online 10 April 2014.

论文官网地址：https://doi.org/10.1016/j.ipm.2014.02.004