속성기준 군집 분석 기법을 이용한 온라인 검색 광고의 키워드 구성 방안 / Designing effective keywords for online search advertising using attribute-based clustering analysis

The shift from traditional advertising in mass media to individualized online advertising has brought the recent growth of the online advertising market. In particular, online search advertising relying on user data has become a successful marking instrument. Designing a successful search advertising campaign is largely dependent on how to discover high-value keywords, which are less competitive but highly relevant to the business. In this study, we proposed a clustering analysis on keyword attributes to effectively find advertising keywords that are valuable. To validate the proposed method, we analyzed the six-month data compiled from a company in Korea.