# Fundamental Principles of Data Science Master’s thesis

Thesis title: Identification of Negative Keywords in Search Marketing with Embedding Layers and Neural Networks

This zip file contains the thesis in pdf format. 

# code

code is available at the following link:
https://colab.research.google.com/drive/10E3YjOgE27ct_aLQ6px7sEz4ewtZxheX?usp=sharing

# data 

the data is not available in the link since the company which provided asked for it to remain confidential. 

# Abstract

In this paper we introduce a model to help marketing specialists within the field of Search Advertising to limit spend on Google searches which have a low probability of leading to a revenue generating event. This is a topic which has not been widely addressed in scientific literature. For this study we obtained data from a company which spends a large amount on Google Ads, but relies on a subjective and time consuming approach to this problem. Our proposed model uses GloVe’s pre-trained Embedding Layers and Neural Networks to speed up and improve accuracy of this process.