An Expertise-enhanced Collaborative Filtering Method for Keywords Recommendation in Searching Engine Marketing

Abstract

Nowadays, with the development of information technology, people like to use searching engine (SE) for help. Thus stores and businessmen start to realize the necessity of marketing through searching engine. Searching engine marketing (SEM) becomes a kind of new marketing tools, which can also be called advertisement campaign. SE business users select keywords in the SE system to attract customers searching of these. How to select the right keyword in SEM is a necessary problem needed to be solved recently for SE business users. Traditional keywords recommendation only recommend semantic similar keywords to business users which still makes the result set too large to choose. The new influential factor - expertise value combined with click rate will be integrated into the traditional collaborative filtering to minimize the keywords set waiting to be selected. The final recommendation is based on our expertise-enhanced collaborative filtering combined with semantic similarity.