Adscope:search campaign scoping using relevance feedback

Advertisers use online advertising for branding and direct response. To raise brand awareness, for example, they target a broad set of online users—whether or not these users have an intention to buy something is of secondary importance. In contrast, in direct response campaigns, advertisers are keenly interested in users’ intention to buy, so they specifically match up ads and search words accordingly (an ad for the search phrase, “how to create a social network for cheap,” for example, gives advertisers access to bargain hunters searching the Internet for tools to create social networks). To advertise on a search network, the sponsored ad networks for search engine queries, advertisers must determine a set of keywords to represent how users will search for their products in a search engine. Once these keywords are determined, the campaign can go live. Because it’s difficult in the beginning to know exactly which queries users will pose, advertisers often identify the key phrases that are most likely to occur in queries, as well as keywords that are broadly similar to queries. If an advertiser is certain that a specific keyword can be one of the queries, then that keyword can be used as is. It’s crucial to have the right set of keywords to target the right set of users. Otherwise, the campaign budget will be wasted on users who are less likely to convert into sales