Adwords Keyword Set Selection Decision Support System Using AHP and TOPSIS Method
Sholikin Ady Chandra(1*), Edi Winarko(2), Sigit Priyanta(3)
(1) Master Program of Computer Science; FMIPA UGM, Yogyakarta
(2) Department of Computer Science and Electronics, FMIPA UGM, Yogyakarta
(3) Department of Computer Science and Electronics, FMIPA UGM, Yogyakarta
(*) Corresponding Author
Abstract
CV. Gitani Creative Agency is a company engaged in the field of creative agency providing digital marketing service. Google Adwords is a platform used by the company to run this service. Keyword set selection is critical to the performance of ads. However, finding the right keyword set is not an easy task. The company needs to consider various criteria to get the optimal advertising results. Decision support system (DSS) is needed as an objective reference in the process of keyword set selection. The criteria for decision-making are click, impressions, cost, and avg. CPC.
AHP method is used to compare the value of each criteria and then generate priority weights of each criteria. While TOPSIS method is used for alternative ranking. The combination of these methods aims to improve the performance of TOPSIS method.
The result of this study shows that the combination of AHP and TOPSIS methods can be used to determine the best keyword set for ads. Based on the testing results, DSS can do alternative ranking correctly in accordance with the results of manual calculation and it is also flexible to the changes in criteria and alternatives.
Keywords
Full Text:
PDFReferences
[1] Interactive Advertising Bureau, “IAB Internet Advertising Revenue Report 2016,” PriceWaterhouseCoopers, London, 2017. [Online]. Available: https://www.iab.com/wp-content/uploads/2016/04/IAB_Internet_Advertising_Revenue_Report_FY_2016.pdf. [Accessed: 16-Jun-2018].
[2] A. Bleier and M. Eisenbeiss, “Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where,” Mark. Sci., vol. 34, no. 5, pp. 669–688, 2015.
[3] Google Support, “Google Ads: Definition,” Google Ads: Definition, 2018. [Online]. Available: https://support.google.com/google-ads/answer/6319?hl=en. [Accessed: 20-May-2018].
[4] Quantcast, “Top Websites,” Top Websites, 2018. [Online]. Available: https://www.quantcast.com/top-sites/. [Accessed: 20-May-2018].
[5] I. Conference, E. Technologies, I. Conference, and E. Technologies, RECENT ADVANCES on EDUCATION and RECENT ADVANCES on EDUCATION and, no. Eet. 2015.
[6] N. Komang, Y. Suartini, I. M. A. Wirawan, D. Gede, and H. Divayana, “DSS for " E-Private " Using a Combination of AHP and SAW Methods,” vol. 13, no. 3, pp. 251–262, 2019.
[7] A. A. Chamid and A. C. Murti, “Prioritization of Natural Dye Selection In Batik Tulis Using AHP And TOPSIS Approach,” vol. 12, no. 2, pp. 129–138, 2018.
[8] E. Roszkowska and D. Kacprzak, “The fuzzy saw and fuzzy TOPSIS procedures based on ordered fuzzy numbers,” Inf. Sci. (Ny)., 2016.
[9] S. Kusumadewi, Fuzzy Multi-Atribute Decision Making (Fuzzy MADM). Yogyakarta: Penerbit Graha Ilmu, 2006.
[10] B. Singaravel and T. Selvaraj, “OPTIMIZATION OF MACHINING PARAMETERS IN TURNING OPERATION USING COMBINED TOPSIS AND AHP METHOD,” vol. 3651, pp. 1475–1480, 2015.
[11] F. J. Arroyo-Cañada and J. Gil-Lafuente, “A fuzzy asymmetric TOPSIS model for optimizing investment in online advertising campaigns,” Oper. Res., pp. 1–16, 2017.
[12] T. L. Saaty, Pengambilan Keputusan bagi para Pemimpin, Proses Hirarki Analitik untuk Pengambilan Keputusan dalam Situasi yang Kompleks. Jakarta: Pustaka Binama Pressindo, 1993.
DOI: https://doi.org/10.22146/ijccs.50731
Article Metrics
Abstract views : 2771 | views : 2578Refbacks
- There are currently no refbacks.
Copyright (c) 2020 IJCCS (Indonesian Journal of Computing and Cybernetics Systems)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
View My Stats1