In sponsored search advertising, advertisers bid to be displayed in response to a keyword search. The operational … broad match, in sponsored search advertising. We show that because these costs inhibit participation by advertisers in …

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 the entire lifecycle of search advertising … obtained from past search advertising campaigns, we conduct computational experiments to evaluate our keyword optimization …