creators_name: Wang, Gang creators_name: Hu, Jian creators_name: Zhu, Yunzhang creators_name: Li, Hua creators_name: Chen, Zheng type: conference_item datestamp: 2009-04-06 19:11:46 lastmod: 2009-04-07 14:02:45 metadata_visibility: show title: Competitive Analysis from Click-Through Log ispublished: pub full_text_status: public pres_type: poster abstract: Existing keyword suggestion tools from various search engine companies could automatically suggest keywords related to the advertisers’ products or services, counting in simple statistics of the keywords, such as search volume, cost per click (CPC), etc. However, the nature of the generalized Second Price Auction suggests that better understanding the competitors’ keyword selection and bidding strategies better helps to win the auction, other than only relying on general search statistics. In this paper, we propose a novel keyword suggestion strategy, called Competitive Analysis, to explore the keyword based competition relationships among advertisers and eventually help advertisers to build campaigns with better performance. The experimental results demonstrate that the proposed Competitive Analysis can both help advertisers to promote their product selling and generate more revenue to the search engine companies. date: 2009-04 pagerange: 1051-1051 event_title: 18th International World Wide Web Conference event_location: Madrid, Spain event_dates: April 20th-24th, 2009 event_type: conference refereed: TRUE citation: Wang, Gang and Hu, Jian and Zhu, Yunzhang and Li, Hua and Chen, Zheng (2009) Competitive Analysis from Click-Through Log. In: 18th International World Wide Web Conference, April 20th-24th, 2009, Madrid, Spain. document_url: http://www2009.eprints.org/106/1/p1051.pdf