Web Development

Predictive Keyword Scores To Optimize Online Advertising Campaigns

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Executive Summary

During this webcast, you will learn how to predict the chance of converting or converting odds for keywords with little or no historical data, in Pay-Per-Click programs such as Google, Yahoo and Bing (Microsoft). The presenters will discuss text mining techniques, a rule engine, KPI selection and predictive modeling (logistic regression, decision trees, na?ve Bayes or hybrid models) to score bid keywords with no or little historical data, such as new keywords added to existing ad groups. Also, a simple parametric keyword bidding algorithm will be discussed. The parametric bidding algorithm relies on keyword scores and - when available and statistically significant - conversion rates.

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