Keyword decisions in sponsored search advertising: A literature review and research agenda

• Published in: Information processing & management Vol. 60; no. 1; p. 103142
• Main Authors: Yang, Yanwu, Li, Huiran
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.01.2023
• Subjects: Keyword assignment and grouping; Keyword decisions; Keyword generation; Keyword targeting; Sponsored search advertising; Sponsored search advertising; Keyword decisions; Keyword targeting; Keyword generation; Keyword assignment and grouping
• ISSN: 0306-4573; 1873-5371
• DOI: 10.1016/j.ipm.2022.103142

•We present an overarching framework that articulates keyword related decision scenarios throughout the entire lifecycle of sponsored search advertising (SSA) campaigns.•We make a comprehensive review on techniques, input features and evaluation metrics used in the state-of-the-art literature on various keyword decisions (i.e., domain-specific keyword pool generation, keyword targeting, keyword assignment and grouping, and keyword adjustment) in SSA.•We summarize research status, identify research gaps, and outline interesting perspectives worthy of further exploration. 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.