IEEE - Institute of Electrical and Electronics Engineers, Inc. - Keyword Optimization in Sponsored Search Advertising: A Multilevel Computational Framework

Author(s): Yanwu Yang ; Bernard J. Jansen ; Yinghui Yang ; Xunhua Guo ; Daniel Zeng
Sponsor(s): IEEE Computer Society
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 January 2019
Volume: 34
Page(s): 32 - 42
ISSN (Electronic): 1941-1294
ISSN (Paper): 1541-1672
DOI: 10.1109/MIS.2019.2893590
Regular:

In sponsored search advertising, keywords serve as an essential bridge linking advertisers, search users, and search engines. Advertisers have to deal with a series of keyword decisions throughout... View More

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