How much is a keyword worth?

ABSTRACT

How much is a keyword worth? At the crux of every search is a query that is composed of search keywords. Sponsors bid for placement on such keywords using a variety of factors, the key being the relative demand for the keyword, and its ability to drive customers to their site. In this paper, we explore the notion of "worth of a keyword". We determine the keyword's worth by tying it to the end criteria that needs to be maximized. As an illustrative example, keyword searches that drive e-commerce transactions are modeled and methods for estimating the Return On Investment/value of a keyword from the association data is discussed.

REFERENCES

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INDEX TERMS

Primary Classification:
  H. Information Systems
  H.3 INFORMATION STORAGE AND RETRIEVAL
      H.3.3 Information Search and Retrieval
          Subjects: Information filtering

Additional Classification:
  H. Information Systems
  H.3 INFORMATION STORAGE AND RETRIEVAL
      H.3.3 Information Search and Retrieval
          Subjects: Retrieval models

General Terms:
Algorithms, Design, Economics, Experimentation

Keywords:
ROI, e-commerce, optimization, search keyword valuation, sponsored keyword recommendation, sponsored listing