Pratik Joshi et al, International Journal of Computer Science and Mobile Computing, Vol.3 Issue.6, June- 2014, pg. 367-373 © 2014, IJCSMC All Rights Reserved 367 Available Online at www.ijcsmc.com International Journal of Computer Science and Mobile Computing A Monthly Journal of Computer Science and Information Technology ISSN 2320–088X IJCSMC, Vol. 3, Issue. 6, June 2014, pg.367 – 373 RESEARCH ARTICLE KEYWORD GENERATION FOR SEARCH ENGINE ADVERTISING Pratik Joshi 1 , Imran Pathan 2 , Aamir Khan 3 1 Pratik Joshi- Dept. of Computer Science, Amravati University, pratikjoshi383@gmail.com 2 Imran Pathan- Dept. of Computer Science, Amravati University, imrankhanpathan.rocks@gmail.com 3 Aamir Khan- Dept. of Computer Science, Amravati University, aamirkhanmalikkhan37@gmail.com Abstract Keyword generation for search engine advertising is an important problem for sponsored search or paid placement advertising. A recent strategy in this area is bidding on non-obvious yet relevant words, which are economically more viable. Targeting many such non-obvious words lowers the advertising cost, while delivering the same click volume as expensive words. Generating the right non-obvious yet relevant keywords is a challenging task. The challenge lies in not only finding relevant words, but also in finding many such words. In this paper, we present TermsNet, a novel approach to this problem. This approach leverages search engines to determine relevance between terms and captures their semantic relationships as a directed graph. By observing the neighbours of a term in such a graph, we generate the common as well as the non-obvious keywords related to a term. Keywords: Search, Advertising, Keyword, Search Engine, Search Advertising 1. Introduction Search engine advertising has exploded in popularity over the past few years. With the benefits of the targeted audience, low cost per ad and reach of about 80% internet users, pay-per-click 1advertising is one of the most popular forms of online advertising today. In pay-per click advertising, the ad is placed alongside search results with some fee for each click on the ad. Search engines set advertisers against each other in auction-style bidding for the highest ad placement positions on search result pages. The cost of the top position depends greatly upon the keyword you are bidding for. For example, the #1 ad ranking for the term „ Hawaii vacation‟ will cost around $3 per click. Whereas, you could get the #1 position for the term „ Kauai trip‟ for a mere 5 cents per click. The latter does not produce as much traffic as the former, but it is more economical. If you bid on a large number of these low-traffic keywords, the combined traffic from them adds up to the level produced by a popular keyword, at a fraction of the cost. Besides, the traffic received is targeted better and will