Multiple-account Keyword Selection In Sponsored Search Advertising

Sponsored search advertising has become the most effective online marketing model.Advertisers exhibit their products or services in order to obtain economic benefits through their delivered advertisements,meanwhile the search engine users read the advertisements and advertising information through the matching between the search keyword they put and the bidding advertising keyword they purchase.For sponsored search advertising,keyword are the core elements of advertising,the quality and quantity of keyword directly determine the effectiveness of sponsored search advertising,which will affect the search engines' revenue and advertisers' experience.However,the number of keyword that advertisers can choose is very large,and the performance of these keyword are highly uncertain.How to choose the right keyword is an important decision problem faced by advertisers.Based on the study on the mechanism of sponsored search advertising,this paper takes the keyword selection as the research topic from the point of view of the important participant of the sponsored search advertisement-the advertiser.Previous studies focus on the optimization of a single advertising account,but the actual situation is that an advertiser often has a number of advertising accounts at the same time.In this paper,we put forward a new thought of multi-account keyword selection,rather than select one by one.On this basis,we propose three keyword selection method based on multi-product,multi-objective and multi-region to solve this problem.The multi-product method supposes that different accounts promote different products,the multi-objective method supposes that different accounts meet different needs of advertisers,and the multi-region method supposes that different accounts promote in different regions.In order to verify the validity of the three methods proposed in this paper,this paper also uses the traditional method to select the keywords for each single account.Based on the above works,we run the experiment to evaluate the effect of the search engine advertising keyword optimization method by taking advantage of an advertiser' five accounts.The experimental results show that the multi-account optimization is better than that single account optimization,and the multi-region method is the best method.The multi-product method can effectively avoid invalid click,and the multi-objective method can satisfy the advertiser's reality demand.