As we pointed out in section 4-1, projector (“投影機”) with its degree centrality as 36 is the most popular bidders chose in 3C industry. However, if we apply it in hypothesis, its high degree centrality means higher CPC but lower CTR. In this context, what we will suggest other keywords except for projector?
We will suggest using more specific keywords with lower degree centrality. Cause they have lower degree centrality, and they may bring higher CTR with lower cost in CPC operation. For example, adding brand or product feature specific words can make keyword more specific. Here we propose 15 keywords related to project in 4 categories. We use synonym, “單槍投影機”, instead of “投影機”. We specify its brand and product type such as “EPSON投影機” and “TOSHIBA TDP-25投影機”. Moreover, we can specify our target market like family segment or business segment. Even more, adding product features in keywords can stand out the uniqueness out of all competitors. Compared to “投影機”’s degree centrality as 36, the degree of keywords we suggested are all lower than 11. Therefore, we can assume the bid situations of those keywords are less competitive than core keyword. Based on our experiment results, those specific keywords can get attract users’ attentions and become a more effective keyword advertising.