Predictive Scores to Optimize Pay-Per-Click Campaigns

I will be presenting at the Predictive Analytics World conference in San Francisco, Feb 18-19. Here's my abstract:

In the context of pay-per-click advertising campaigns (Google, Yahoo), advertisers purchase keywords, create ad groups and automatically set a separate maximum bid per keyword / match type. Bids and keywords are optimized weekly, daily or sometimes in real time, based on past performance. Keywords that have generated very few clicks - and new keywords with zero click - require more advanced predictive models to assess their performance and generate optimum bids. These keywords represent sometimes as much as 50% of the potential ad spend, for large advertisers interested in the "long tail". A scoring methodology based on text mining techniques will be discussed to successfully address this challenging problem.