Keyword Advertising Advisor (KAA): An automated system to provide precise information for effective keyword-based advertising

Abstract

Keyword-based advertising is vital in online advertising as it is a significant technique that extends the business horizons. This technique helps to advertise in a timely and accurate manner by eliciting information about what potential consumers are interested in. However, keyword advertising is still in its development stage and many advertisers fail to use this effectively due to lack of experience and unawareness of related tools. This reduces the economic benefit advertisers can derive from this advertising channel. Thus, market research is seen as the most vital component on which the decisions should be based for effective keyword advertising. The research of this study consists of personal interviews, offline and online surveys and background reading. These techniques helped the author to come up with the best effective solution which fits the real need of keyword advertisers. The Unified Software Development Process (USDP) methodology is been used in this research as it is more beneficial and easy to capture and elicit requirements.The project uncovered that search advertisers should engage with search advertising related tools and cost effective, in developing online presence particularly focusing on how those tools facilitates technology towards achieving advertising objectives. The author’s project concept was based on a web based keyword advertising support tool which provides precise information for effective keywordbased advertising. The objective of this research is to support keyword advertisers to be effective and efficient in their advertising campaigns by providing the advertisers with past and present information relating to competitor keyword advertising and projecting information with a view of enhancing search advertising strategy and then to expand the presence n the online market.