Keyword decisions in sponsored search advertising: A literature review and research agenda

•We present an overarching framework that articulates keyword related decision scenarios throughout the entire lifecycle of sponsored search advertising (SSA) campaigns.•We make a comprehensive review on techniques, input features and evaluation metrics used in the state-of-the-art literature on various keyword decisions (i.e., domain-specific keyword pool generation, keyword targeting, keyword assignment and grouping, and keyword adjustment) in SSA.•We summarize research status, identify research gaps, and outline interesting perspectives worthy of further exploration.