Keyword generation for search engine advertising using semantic similarity between terms

Authors:
Vibhanshu Abhishek;Kartik Hosanagar
Affiliations:
The Wharton School, Philadelphia, PA;The Wharton School, Philadelphia, PA
Venue:
Proceedings of the ninth international conference on Electronic commerce
Year:
2007

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Abstract

An important problem in search engine advertising is key-word1 generation. In the past, advertisers have preferred to bid for keywords that tend to have high search volumes and hence are more expensive. An alternate strategy involves bidding for several related but low volume, inexpensive terms that generate the same amount of traffic cumulatively but are much cheaper. This paper seeks to establish a mathematical formulation of this problem and suggests a method for generation of several terms from a seed keyword. This approach uses a web based kernel function to establish semantic similarity between terms. The similarity graph is then traversed to generate keywords that are related but cheaper.