Abstract
Online advertising is a fast developing industry - in 2011 its revenues reached $31 billion. Paid search marketing is extremely competitive while online advertising campaign creation and development are very demanding in terms of time and expert human resources. Assisting or even automating the work of an advertising specialist has emerged as a requirement for companies and research institutes over the last few years, mainly because of the commercial value of this endeavour. In this context, we developed GrammAds, an automated keyword and ad creative generator. This system generates multiword keywords (n-grams) and automated ad creative recommendations, while it organizes properly the campaigns which are finally uploaded to the auctioneer platform and start running. In this paper, we analyze the proposed methodology and we also present the main functionality of the GrammAds application along with an experimental evaluation.
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Thomaidou, S., Leymonis, K., Vazirgiannis, M. (2013). GrammAds: Keyword and Ad Creative Generator for Online Advertising Campaigns. In: Benghozi, PJ., Krob, D., Rowe, F. (eds) Digital Enterprise Design and Management 2013. Advances in Intelligent Systems and Computing, vol 205. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-37317-6_4
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DOI: https://doi.org/10.1007/978-3-642-37317-6_4
Publisher Name: Springer, Berlin, Heidelberg
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