How much is a keyword worth?

Firms use different attribution strategies such as last-click or first-click attribution to assign conversion credits to search keywords that appear in their consumers’ paths to purchase. These attributed credits impact a firm’s future bidding and budget ...

Most keyword search engines return directly matching keyword phrases. However, publishers cannot anticipate all possible ways in which users would search for the items in their documents. In fact, many times, there may be no direct keyword match between ...

Web search has become an essential task for most people. As the Web grows rapidly, effective searches have grown increasingly important. Most of us, however, have experienced frustration in trying to search for something on the Web. In existing keyword-...