Competitive analysis from click-through log Export

@inproceedings{citeulike:4389852, abstract = {Existing keyword suggestion tools from various search engine companies could automatically suggest keywords related to the advertisers' products or services, counting in simple statistics of the keywords, such as search volume, cost per click (CPC), etc. However, the nature of the generalized Second Price Auction suggests that better understanding the competitors' keyword selection and bidding strategies better helps to win the auction, other than only relying on general search statistics. In this paper, we propose a novel keyword suggestion strategy, called Competitive Analysis, to explore the keyword based competition relationships among advertisers and eventually help advertisers to build campaigns with better performance. The experimental results demonstrate that the proposed Competitive Analysis can both help advertisers to promote their product selling and generate more revenue to the search engine companies.}, address = {New York, NY, USA}, author = {Wang, Gang and Hu, Jian and Zhu, Yunzhang and Li, Hua and Chen, Zheng}, booktitle = {WWW '09: Proceedings of the 18th international conference on World wide web}, citeulike-article-id = {4389852}, citeulike-linkout-0 = {http://portal.acm.org/citation.cfm?id=1526709.1526851}, citeulike-linkout-1 = {http://dx.doi.org/10.1145/1526709.1526851}, doi = {10.1145/1526709.1526851}, isbn = {978-1-60558-487-4}, keywords = {advertising, clicks}, location = {Madrid, Spain}, pages = {1051--1052}, posted-at = {2009-04-24 09:55:38}, priority = {1}, publisher = {ACM}, title = {Competitive analysis from click-through log}, url = {http://dx.doi.org/10.1145/1526709.1526851}, year = {2009} }

TY - CONF ID - citeulike:4389852 L3 - citeulike-article-id:4389852 N2 - Existing keyword suggestion tools from various search engine companies could automatically suggest keywords related to the advertisers' products or services, counting in simple statistics of the keywords, such as search volume, cost per click (CPC), etc. However, the nature of the generalized Second Price Auction suggests that better understanding the competitors' keyword selection and bidding strategies better helps to win the auction, other than only relying on general search statistics. In this paper, we propose a novel keyword suggestion strategy, called Competitive Analysis, to explore the keyword based competition relationships among advertisers and eventually help advertisers to build campaigns with better performance. The experimental results demonstrate that the proposed Competitive Analysis can both help advertisers to promote their product selling and generate more revenue to the search engine companies. CY - Madrid, Spain SN - 978-1-60558-487-4 AD - New York, NY, USA EP - 1052 TI - Competitive analysis from click-through log PB - ACM T2 - WWW '09: Proceedings of the 18th international conference on World wide web SP - 1051 KW - advertising KW - clicks AU - Wang, Gang AU - Hu, Jian AU - Zhu, Yunzhang AU - Li, Hua AU - Chen, Zheng PY - 2009/// UR - http://dx.doi.org/10.1145/1526709.1526851 ER -