How to automatically generate a pool of keywords used by potential consumers is a challenging issue for advertisers in sponsored search advertising (SSA). Such a keyword pool serves as the base for market research and determines the feasible space of consequent keyword related decisions. This article presents a novel method for keyword generation with Wikipedia as a corpus of the source text (WIKG). Starting with a few seed keywords, the WIKG supports flexible keywords generation by taking advantage of Wikipedia's rich link structure to construct a graph of entry articles in an iterative way. The termination condition is determined by a threshold reflecting the tradeoff between coverage of the generated keyword set and its relevance to seed keywords. Experimental results show that the WIKG outperforms three baselines derived from the extant literature, in terms of both coverage and relevance.

中文翻译：

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赞助搜索广告的关键字生成：平衡覆盖率和相关性

如何自动生成潜在消费者使用的关键字池对于赞助搜索广告 (SSA) 中的广告商来说是一个具有挑战性的问题。这样的关键词池作为市场调研的基础，决定了后续关键词相关决策的可行空间。本文提出了一种以维基百科作为源文本语料库 (WIKG) 的关键字生成新方法。WIKG从几个种子关键词开始，利用维基百科丰富的链接结构，以迭代的方式构建条目文章图，支持灵活的关键词生成。终止条件由阈值确定，该阈值反映了生成的关键字集的覆盖范围与其与种子关键字的相关性之间的权衡。