赞助搜索广告中基于层次贝叶斯的关键字生成与选择

近十多年以来，赞助搜索广告已经发展为通用搜索引擎的主流商业模式，在电商平台中也占据了重要地位。本书的研究提出赞助搜索广告中的关键字生成、扩展和选择优化策略。本书聚焦于赞助搜索广告，但也深入探索了信息科学、消费者行为学和广告学等学术领域，可作为相关学科领域的读者学习赞助搜索营销的参考读物。

聂晗，中共党员，华中科技大学工商管理博士，现为川北医学院管理学院讲师。研究方向包括医疗大数据、消费者行为、信息检索、电子商务和在线广告的交叉科学研究。参与多项国家自然科学基金项目，发表多篇SCI、SSCI论文。

\\\"第 1章　在线广告市场与背景 ··························································· 1 1.1　研究背景 ·········································································· 1 1.2　围绕关键字的重点问题·······················································13 1.3　关键字生成、扩展和选择的研究···········································17 1.4　研究内容 ·········································································19 1.5　研究方法和技术路线··························································21 第 2章　赞助搜索广告的相关研究 ····················································24 2.1　赞助搜索广告···································································24 2.2　关键字生成、扩展与选择····················································34 2.3　本章小结 ·········································································46 第 3章　谷歌广告投放系统 ·····························································48 3.1　谷歌广告投放系统基本情况·················································48 3.2　谷歌广告投放系统的结构和投放规则·····································49 3.3　谷歌广告投放系统的使用建议··············································79 3.4　本章小结 ·········································································81 第 4章　为什么赞助搜索广告的关键字很“关键”？······························82 4.1　如何理解关键字？·····························································84 4.2　如何理解关键字的不同类型？··············································86 4.3　确定广告的核心关键字·······················································88 4.4　擅长使用长尾关键字··························································90 4.5　判断关键字的竞争程度·······················································92 4.6　关键字的分布与布局··························································93 4.7　本章小结·········································································95 第 5章　基于维基百科的赞助搜索广告关键字生成 ·······························96 5.1　关键字生成在赞助搜索广告中的作用·····································96 5.2　基于维基百科的关键字生成模型···········································99 5.3　实验及结果分析······························································ 108 5.4　本章小节······································································· 116 第 6章　平衡覆盖性和相关性的赞助搜索广告关键字扩展 ···················· 118 6.1　关键字扩展在赞助搜索广告中的作用··································· 118 6.2　平衡覆盖性和相关性的关键字扩展模型································ 120 6.3　实验及结果分析······························································ 132 6.4　本章小节······································································· 143 第 7章　多平台环境下的赞助搜索广告关键字选择 ····························· 145 7.1　关键字选择在赞助搜索广告中的作用··································· 145 7.2　考虑平台用户群体的关键字表现指标··································· 147 7.3　基于多平台用户特征的关键字选择······································ 151 7.4　实验及结果分析······························································ 158 7.5　本章小结······································································· 172 第 8章　总结与展望 ···································································· 175 8.1　总结············································································· 175 8.2　未来展望······································································· 177 参考文献··················································································· 181 \\\"