This study aims to explore the technology acceptance of keyword advertising to the advertisers. Due to the rapid development of internet advertising, keyword advertising has been driven to widely apply for the advertisers. Based on technology acceptance model, this study explores the impacts of perceived ease of use and perceived usefulness on usage intention, and also integrates the attributes of keyword advertising into the original model for the extension 106 advertisers who are keyword advertising users were investigated. The findings reveal that perceived usefulness, budgetary control and efficiency are the three main factors influencing on technology acceptance of keyword advertising. Meanwhile, budgetary control and efficiency positively affect perceived usefulness, and then perceived usefulness positively affect usage attitude and usage intention.