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 engines. This paper presents an overarching framework for keyword decisions that highlights touchpoints in management, including four levels decisions, i.e., domain-specific pool generation, targeting, assignment grouping, adjustment. Using this framework, we review state-of-the-art research literature on with respect to techniques, input features evaluation metrics. Finally, discuss evolving issues identify potential gaps exist outline novel perspectives future exploration.