# Keyword Optimization in Sponsored Search Advertising: A Multi-Level Computational Framework

arXiv: https://arxiv.org/abs/2202.13506 · HTML: https://mlsanity.com/paper/2202.13506/

## Key facts

- Cited by 4 papers in the map (data through 14 Oct 2026).
- Builds on 0 of its 32 references that are in the map.
- First posted on arXiv 28 Feb 2022.

## Built on by (most cited first, 4 of 4)

- [Keyword Targeting Optimization in Sponsored Search Advertising: Combining Selection and Matching](https://mlsanity.com/paper/2210.15459/) (2022)
- [Optimal Keywords Grouping in Sponsored Search Advertising under Uncertain Environments](https://mlsanity.com/paper/2203.02192/) (2022)
- [Keyword Decisions in Sponsored Search Advertising: A Literature Review and Research Agenda](https://mlsanity.com/paper/2302.12372/) (2023)
- [KP-Agent: Keyword Pruning in Sponsored Search Advertising via LLM-Powered Contextual Bandits](https://mlsanity.com/paper/2601.05257/) (2025)

## Abstract (arXiv)

In sponsored search advertising, keywords serve as an essential bridge linking advertisers, search users and search engines. Advertisers have to deal with a series of keyword decisions throughout the entire lifecycle of search advertising campaigns. This paper proposes a multi-level and closed-form computational framework for keyword optimization (MKOF) to support various keyword decisions. Based on this framework, we develop corresponding optimization strategies for keyword targeting, keyword assignment and keyword grouping at different levels (e.g., market, campaign and adgroup). With two real-world datasets obtained from past search advertising campaigns, we conduct computational experiments to evaluate our keyword optimization framework and instantiated strategies. Experimental results show that our method can approach the optimal solution in a steady way, and it outperforms two baseline keyword strategies commonly used in practice. The proposed MKOF framework also provides a valid experimental environment to implement and assess various keyword strategies in sponsored search advertising.