Keyword decisions in sponsored search advertising: A literature review and research agenda |
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| Institution: | 1. School of Management, Huazhong University of Science and Technology, Wuhan 430074, China;2. School of Business Administration and Customs Affair, Shanghai Customs College, Shanghai 201204, China;1. School of Management, Huazhong University of Science and Technology, Wuhan 430074, China;2. School of Business Administration and Customs Affair, Shanghai Customs College, Shanghai 201204, China |
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| Abstract: | In sponsored search advertising (SSA), keywords serve as the basic unit of business model, linking three stakeholders: consumers, advertisers and search engines. This paper presents an overarching framework for keyword decisions that highlights the touchpoints in search advertising management, including four levels of keyword decisions, i.e., domain-specific keyword pool generation, keyword targeting, keyword assignment and grouping, and keyword adjustment. Using this framework, we review the state-of-the-art research literature on keyword decisions with respect to techniques, input features and evaluation metrics. Finally, we discuss evolving issues and identify potential gaps that exist in the literature and outline novel research perspectives for future exploration. |
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