{"id":"https://openalex.org/W2603514211","doi":"https://doi.org/10.1109/mis.2019.2893590","title":"Keyword Optimization in Sponsored Search Advertising: A Multi-Level Computational Framework","display_name":"Keyword Optimization in Sponsored Search Advertising: A Multi-Level Computational Framework","publication_year":2018,"publication_date":"2018-01-01","ids":{"openalex":"https://openalex.org/W2603514211","doi":"https://doi.org/10.1109/mis.2019.2893590","mag":"2603514211"},"language":"en","primary_location":{"id":"doi:10.1109/mis.2019.2893590","is_oa":false,"landing_page_url":"https://doi.org/10.1109/mis.2019.2893590","pdf_url":null,"source":{"id":"https://openalex.org/S114241109","display_name":"IEEE Intelligent Systems","issn_l":"1541-1672","issn":["1541-1672","1941-1294"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Intelligent Systems","raw_type":"journal-article"},"type":"article","indexed_in":["arxiv","crossref","datacite"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://doi.org/10.2139/ssrn.3393235","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5006925623","display_name":"Yanwu Yang","orcid":"https://orcid.org/0000-0001-8688-5775"},"institutions":[{"id":"https://openalex.org/I47720641","display_name":"Huazhong University of Science and Technology","ror":"https://ror.org/00p991c53","country_code":"CN","type":"education","lineage":["https://openalex.org/I47720641"]},{"id":"https://openalex.org/I84218800","display_name":"University of California, Davis","ror":"https://ror.org/05rrcem69","country_code":"US","type":"education","lineage":["https://openalex.org/I84218800"]}],"countries":["CN","US"],"is_corresponding":true,"raw_author_name":"Yanwu Yang","raw_affiliation_strings":["Graduate School of Management, UC Davis","School of Management, Huazhong University of Science and Technology","[Huazhong University of Science and Technology]"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Graduate School of Management, UC Davis","institution_ids":["https://openalex.org/I84218800"]},{"raw_affiliation_string":"School of Management, Huazhong University of Science and Technology","institution_ids":["https://openalex.org/I47720641"]},{"raw_affiliation_string":"[Huazhong University of Science and Technology]","institution_ids":["https://openalex.org/I47720641"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Yanwu Yang","orcid":null},"institutions":[{"id":"https://openalex.org/I47720641","display_name":"Huazhong University of Science and Technology","ror":"https://ror.org/00p991c53","country_code":"CN","type":"education","lineage":["https://openalex.org/I47720641"]},{"id":"https://openalex.org/I84218800","display_name":"University of California, Davis","ror":"https://ror.org/05rrcem69","country_code":"US","type":"education","lineage":["https://openalex.org/I84218800"]}],"countries":["CN","US"],"is_corresponding":false,"raw_author_name":"Yanwu Yang","raw_affiliation_strings":["Graduate School of Management, UC Davis","School of Management, Huazhong University of Science and Technology","University Of California at Davis#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Graduate School of Management, UC Davis","institution_ids":["https://openalex.org/I84218800"]},{"raw_affiliation_string":"School of Management, Huazhong University of Science and Technology","institution_ids":["https://openalex.org/I47720641"]},{"raw_affiliation_string":"University Of California at Davis#TAB#","institution_ids":["https://openalex.org/I84218800"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Bernard Jansen","orcid":null},"institutions":[{"id":"https://openalex.org/I130769515","display_name":"Pennsylvania State University","ror":"https://ror.org/04p491231","country_code":"US","type":"education","lineage":["https://openalex.org/I130769515"]},{"id":"https://openalex.org/I99065089","display_name":"Tsinghua University","ror":"https://ror.org/03cve4549","country_code":"CN","type":"education","lineage":["https://openalex.org/I99065089"]}],"countries":["CN","US"],"is_corresponding":false,"raw_author_name":"Bernard Jansen","raw_affiliation_strings":["Pennsylvania State University","Tsinghua University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Pennsylvania State University","institution_ids":["https://openalex.org/I130769515"]},{"raw_affiliation_string":"Tsinghua University","institution_ids":["https://openalex.org/I99065089"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5101660538","display_name":"Yinghui Yang","orcid":"https://orcid.org/0000-0001-6984-0102"},"institutions":[{"id":"https://openalex.org/I47720641","display_name":"Huazhong University of Science and Technology","ror":"https://ror.org/00p991c53","country_code":"CN","type":"education","lineage":["https://openalex.org/I47720641"]},{"id":"https://openalex.org/I84218800","display_name":"University of California, Davis","ror":"https://ror.org/05rrcem69","country_code":"US","type":"education","lineage":["https://openalex.org/I84218800"]}],"countries":["CN","US"],"is_corresponding":true,"raw_author_name":"Yinghui (Catherine) Yang","raw_affiliation_strings":["Graduate School of Management, UC Davis","School of Management, Huazhong University of Science and Technology","Management Information Systems"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Graduate School of Management, UC Davis","institution_ids":["https://openalex.org/I84218800"]},{"raw_affiliation_string":"School of Management, Huazhong University of Science and Technology","institution_ids":["https://openalex.org/I47720641"]},{"raw_affiliation_string":"Management Information Systems","institution_ids":[]}]},{"author_position":"middle","author":{"id":null,"display_name":"Yinghui (Catherine) Yang","orcid":null},"institutions":[{"id":"https://openalex.org/I47720641","display_name":"Huazhong University of Science and Technology","ror":"https://ror.org/00p991c53","country_code":"CN","type":"education","lineage":["https://openalex.org/I47720641"]},{"id":"https://openalex.org/I84218800","display_name":"University of California, Davis","ror":"https://ror.org/05rrcem69","country_code":"US","type":"education","lineage":["https://openalex.org/I84218800"]}],"countries":["CN","US"],"is_corresponding":false,"raw_author_name":"Yinghui (Catherine) Yang","raw_affiliation_strings":["Graduate School of Management, UC Davis","School of Management, Huazhong University of Science and Technology"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Graduate School of Management, UC Davis","institution_ids":["https://openalex.org/I84218800"]},{"raw_affiliation_string":"School of Management, Huazhong University of Science and Technology","institution_ids":["https://openalex.org/I47720641"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5028893199","display_name":"Xunhua Guo","orcid":"https://orcid.org/0000-0002-7243-4292"},"institutions":[{"id":"https://openalex.org/I99065089","display_name":"Tsinghua University","ror":"https://ror.org/03cve4549","country_code":"CN","type":"education","lineage":["https://openalex.org/I99065089"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Xunhua Guo","raw_affiliation_strings":["Tsinghua University - School of Economics & Management"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Tsinghua University - School of Economics & Management","institution_ids":["https://openalex.org/I99065089"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5038521974","display_name":"Daniel Zeng","orcid":"https://orcid.org/0000-0002-9046-222X"},"institutions":[{"id":"https://openalex.org/I138006243","display_name":"University of Arizona","ror":"https://ror.org/03m2x1q45","country_code":"US","type":"education","lineage":["https://openalex.org/I138006243"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Daniel Dajun Zeng","raw_affiliation_strings":["University of Arizona - Department of Management Information Systems"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Arizona - Department of Management Information Systems","institution_ids":["https://openalex.org/I138006243"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":5,"corresponding_author_ids":["https://openalex.org/A5006925623","https://openalex.org/A5101660538"],"corresponding_institution_ids":["https://openalex.org/I47720641","https://openalex.org/I84218800"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.00620476,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"34","issue":"1","first_page":"32","last_page":"42"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9595000147819519,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9595000147819519,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9474999904632568,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13083","display_name":"Advanced Text Analysis Techniques","score":0.9200000166893005,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.5393388867378235},{"id":"https://openalex.org/keywords/search-engine-optimization","display_name":"Search engine optimization","score":0.4427541494369507},{"id":"https://openalex.org/keywords/search-advertising","display_name":"Search advertising","score":0.41160228848457336},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.39948514103889465},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.3856961727142334},{"id":"https://openalex.org/keywords/information-retrieval","display_name":"Information retrieval","score":0.3845261335372925},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.331363320350647},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.2416246235370636},{"id":"https://openalex.org/keywords/search-engine","display_name":"Search engine","score":0.1712701916694641},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.14265182614326477},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.1409902274608612}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5393388867378235},{"id":"https://openalex.org/C178218473","wikidata":"https://www.wikidata.org/wiki/Q180711","display_name":"Search engine optimization","level":3,"score":0.4427541494369507},{"id":"https://openalex.org/C187687199","wikidata":"https://www.wikidata.org/wiki/Q844880","display_name":"Search advertising","level":4,"score":0.41160228848457336},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.39948514103889465},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.3856961727142334},{"id":"https://openalex.org/C23123220","wikidata":"https://www.wikidata.org/wiki/Q816826","display_name":"Information retrieval","level":1,"score":0.3845261335372925},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.331363320350647},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.2416246235370636},{"id":"https://openalex.org/C97854310","wikidata":"https://www.wikidata.org/wiki/Q19541","display_name":"Search engine","level":2,"score":0.1712701916694641},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.14265182614326477},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.1409902274608612}],"mesh":[],"locations_count":5,"locations":[{"id":"doi:10.1109/mis.2019.2893590","is_oa":false,"landing_page_url":"https://doi.org/10.1109/mis.2019.2893590","pdf_url":null,"source":{"id":"https://openalex.org/S114241109","display_name":"IEEE Intelligent Systems","issn_l":"1541-1672","issn":["1541-1672","1941-1294"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Intelligent Systems","raw_type":"journal-article"},{"id":"doi:10.2139/ssrn.3393235","is_oa":true,"landing_page_url":"https://doi.org/10.2139/ssrn.3393235","pdf_url":null,"source":{"id":"https://openalex.org/S4210172589","display_name":"SSRN Electronic Journal","issn_l":"1556-5068","issn":["1556-5068"],"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I1318003438","host_organization_name":"RELX Group (Netherlands)","host_organization_lineage":["https://openalex.org/I1318003438"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"SSRN Electronic Journal","raw_type":"journal-article"},{"id":"pmh:oai:arXiv.org:2202.13506","is_oa":true,"landing_page_url":"http://arxiv.org/abs/2202.13506","pdf_url":"https://arxiv.org/pdf/2202.13506","source":{"id":"https://openalex.org/S4306400194","display_name":"arXiv (Cornell University)","issn_l":"2331-8422","issn":["2331-8422"],"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I205783295","host_organization_name":"Cornell University","host_organization_lineage":["https://openalex.org/I205783295"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-nc-sa","license_id":"https://openalex.org/licenses/cc-by-nc-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"text"},{"id":"doi:10.48550/arxiv.2202.13506","is_oa":true,"landing_page_url":"https://doi.org/10.48550/arxiv.2202.13506","pdf_url":null,"source":{"id":"https://openalex.org/S4306400194","display_name":"arXiv (Cornell University)","issn_l":"2331-8422","issn":["2331-8422"],"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I205783295","host_organization_name":"Cornell University","host_organization_lineage":["https://openalex.org/I205783295"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":null,"raw_source_name":null,"raw_type":"article-journal"},{"id":"mag:2603514211","is_oa":false,"landing_page_url":"https://arizona.pure.elsevier.com/en/publications/keyword-optimization-in-sponsored-search-advertising-a-multi-leve","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":null,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"doi:10.2139/ssrn.3393235","is_oa":true,"landing_page_url":"https://doi.org/10.2139/ssrn.3393235","pdf_url":null,"source":{"id":"https://openalex.org/S4210172589","display_name":"SSRN Electronic Journal","issn_l":"1556-5068","issn":["1556-5068"],"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I1318003438","host_organization_name":"RELX Group (Netherlands)","host_organization_lineage":["https://openalex.org/I1318003438"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"SSRN Electronic Journal","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[{"id":"https://openalex.org/G1827306542","display_name":null,"funder_award_id":"71672067, 71621002, 71572092, and 71490721","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"},{"id":"https://openalex.org/G601329852","display_name":null,"funder_award_id":"ZDRW-XH2017-3","funder_id":"https://openalex.org/F4320321133","funder_display_name":"Chinese Academy of Sciences"}],"funders":[{"id":"https://openalex.org/F4320321001","display_name":"National Natural Science Foundation of China","ror":"https://ror.org/01h0zpd94"},{"id":"https://openalex.org/F4320321133","display_name":"Chinese Academy of Sciences","ror":"https://ror.org/034t30j35"}],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":19,"referenced_works":["https://openalex.org/W41652956","https://openalex.org/W1942334009","https://openalex.org/W1971997939","https://openalex.org/W1979546362","https://openalex.org/W1986001103","https://openalex.org/W2038263585","https://openalex.org/W2045819121","https://openalex.org/W2053135957","https://openalex.org/W2113227443","https://openalex.org/W2141457763","https://openalex.org/W2154463588","https://openalex.org/W2156577800","https://openalex.org/W2164792208","https://openalex.org/W2167001236","https://openalex.org/W2594764656","https://openalex.org/W2618813383","https://openalex.org/W2809374651","https://openalex.org/W4232264831","https://openalex.org/W6681887793"],"related_works":["https://openalex.org/W3152555680","https://openalex.org/W2909793588","https://openalex.org/W995250995","https://openalex.org/W2296280753","https://openalex.org/W3148146453","https://openalex.org/W2094890441","https://openalex.org/W2067756714","https://openalex.org/W2377641002","https://openalex.org/W1571618041","https://openalex.org/W2318527088","https://openalex.org/W3000983062","https://openalex.org/W2389231427","https://openalex.org/W2503446487","https://openalex.org/W2019090564","https://openalex.org/W2032872882","https://openalex.org/W3092180118","https://openalex.org/W2620516713","https://openalex.org/W1971153074","https://openalex.org/W2350078212","https://openalex.org/W2351993149"],"abstract_inverted_index":null,"counts_by_year":[],"updated_date":"2026-08-01T09:00:35.917206","created_date":"2025-10-10T00:00:00"}