Multiword Keyword Recommendation System for Online Advertising

As search engines, social networks, and the World Wide Web become more popular and widely used, online advertising turns into a very profitable industry. Individuals and companies promote their products or services in search engines through textual ads, alongside the organic search results triggered by a specific query. For this purpose, advertisers must create advertising campaigns. The development of these campaigns is a laborious task involving significant human resources and expertise. In this paper we propose a system for multiword keyword recommendations in the context of developing a web advertising campaign in a semiautomatic manner. Given a landing page, the system extracts relevant terms consisted of two or three words to match a potential search query. Furthermore, it proposes the most relevant keywords and other suggested terms that do not exist in the landing page text using search result snippets. In addition, we present blind testing experiments on real world data indicating that our approach outperforms prominent existing industrial solutions in most of the cases.