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

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 over-arching 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.

Automated summary

In this paper, an overarching framework for keyword decisions in sponsored search advertising is presented, which includes four levels of keyword decisions: domain-specific keyword pool generation, keyword targeting, keyword assignment and grouping, and keyword adjustment. Using this framework, the state-of-the-art research literature on keyword decisions is reviewed, considering techniques, input features, and evaluation metrics. Evolving issues, potential gaps, and novel research perspectives for future exploration are also discussed.