赞助搜索广告中的关键词决策：文献综述和研究议程
Keyword Decisions in Sponsored Search Advertising: A Literature Review and Research Agenda
摘要：
在赞助式搜索广告中，关键词作为商业模式的基本单元，将消费者、广告主和搜索引擎三个利益相关者联系在一起。本文提出了一个关键字决策的总体框架，突出了搜索广告管理中的接触点，包括四个层次的关键字决策，即，特定于域的关键字池生成、关键字定向、关键字分配和分组以及关键字调整。使用这个框架，我们回顾了国家的最先进的研究文献的关键字决策方面的技术，输入功能和评估指标。最后，我们讨论了不断发展的问题，并确定了文献中存在的潜在差距，并概述了未来探索的新研究视角。
英文摘要：
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.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
