poster

Towards intent-driven bidterm suggestion

Authors:

William Chang,

Patrick Pantel,

Ana-Maria Popescu,

Evgeniy GabrilovichAuthors Info & Claims

WWW '09: Proceedings of the 18th international conference on World wide web

Pages 1093 - 1094

https://doi.org/10.1145/1526709.1526872

Published: 20 April 2009 Publication History

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Abstract

In online advertising, pervasive in commercial search engines, advertisers typically bid on few terms, and the scarcity of data makes ad matching difficult. Suggesting additional bidterms can significantly improve ad clickability and conversion rates. In this paper, we present a large-scale bidterm suggestion system that models an advertiser's intent and finds new bidterms consistent with that intent. Preliminary experiments show that our system significantly increases the coverage of a state of the art production system used at Yahoo while maintaining comparable precision.

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Cited By

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Bulut A(2018)Lean MarketingElectronic Commerce Research and Applications10.1016/j.elerap.2015.09.00414:6(631-640)Online publication date: 21-Dec-2018
https://dl.acm.org/doi/10.1016/j.elerap.2015.09.004
Jin PQiu LZhu XLiu P(2014)A Hypothesis on Word Similarity and Its ApplicationChinese Lexical Semantics10.1007/978-3-319-14331-6_32(317-325)Online publication date: 27-Dec-2014
https://doi.org/10.1007/978-3-319-14331-6_32
Jin PCarroll JWu YMcCarthy D(2012)Distributional Similarity for Chinese: Exploiting Characters and RadicalsMathematical Problems in Engineering10.1155/2012/3472572012:1Online publication date: 15-Aug-2012
https://doi.org/10.1155/2012/347257
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Index Terms

Towards intent-driven bidterm suggestion
1. Information systems
  1. Information retrieval

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Information

Published In

WWW '09: Proceedings of the 18th international conference on World wide web

April 2009

1280 pages

ISBN:9781605584874

DOI:10.1145/1526709

General Chairs:
Juan Quemada
DIT-UPM
,
Gonzalo León
DIT-UPM
,
Program Chairs:
Yoelle Maarek
Google Inc., Israel
,
Wolfgang Nejdl
L3S and Hannover University

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 20 April 2009

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WWW '09: The 18th International World Wide Web Conference

April 20 - 24, 2009

Madrid, Spain

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Overall Acceptance Rate 1,899 of 8,196 submissions, 23%

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Bulut A(2018)Lean MarketingElectronic Commerce Research and Applications10.1016/j.elerap.2015.09.00414:6(631-640)Online publication date: 21-Dec-2018
https://dl.acm.org/doi/10.1016/j.elerap.2015.09.004
Jin PQiu LZhu XLiu P(2014)A Hypothesis on Word Similarity and Its ApplicationChinese Lexical Semantics10.1007/978-3-319-14331-6_32(317-325)Online publication date: 27-Dec-2014
https://doi.org/10.1007/978-3-319-14331-6_32
Jin PCarroll JWu YMcCarthy D(2012)Distributional Similarity for Chinese: Exploiting Characters and RadicalsMathematical Problems in Engineering10.1155/2012/3472572012:1Online publication date: 15-Aug-2012
https://doi.org/10.1155/2012/347257
Crestan EPantel PKing INejdl WLi H(2011)Web-scale table census and classificationProceedings of the fourth ACM international conference on Web search and data mining10.1145/1935826.1935904(545-554)Online publication date: 9-Feb-2011
https://dl.acm.org/doi/10.1145/1935826.1935904
Song YNguyen NHe LImig SRounthwaite RKing INejdl WLi H(2011)Searchable web sites recommendationProceedings of the fourth ACM international conference on Web search and data mining10.1145/1935826.1935890(405-414)Online publication date: 9-Feb-2011
https://dl.acm.org/doi/10.1145/1935826.1935890
Fujita AIkushima KSato SKamite RIshiyama KTamachi OBui TJarke MDhar VHui KKrcmar H(2010)Automatic generation of listing ads by reusing promotional textsProceedings of the 12th International Conference on Electronic Commerce: Roadmap for the Future of Electronic Business10.1145/2389376.2389401(179-188)Online publication date: 2-Aug-2010
https://dl.acm.org/doi/10.1145/2389376.2389401
Yoon SJatowt ATanaka KYou KLee SKim WWon D(2010)Intent feature discovery using Q&A corpus and web dataProceedings of the 4th International Conference on Uniquitous Information Management and Communication10.1145/2108616.2108665(1-7)Online publication date: 14-Jan-2010
https://dl.acm.org/doi/10.1145/2108616.2108665
Ravi SBroder AGabrilovich EJosifovski VPandey SPang BDavison BSuel TCraswell NLiu B(2010)Automatic generation of bid phrases for online advertisingProceedings of the third ACM international conference on Web search and data mining10.1145/1718487.1718530(341-350)Online publication date: 4-Feb-2010
https://dl.acm.org/doi/10.1145/1718487.1718530
Pantel PCrestan EBorkovsky APopescu AVyas VKoehn PMihalcea R(2009)Web-scale distributional similarity and entity set expansionProceedings of the 2009 Conference on Empirical Methods in Natural Language Processing: Volume 2 - Volume 210.5555/1699571.1699635(938-947)Online publication date: 6-Aug-2009
https://dl.acm.org/doi/10.5555/1699571.1699635

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Characterizing commercial intent

Impact of query intent and search context on clickthrough behavior in sponsored search

The comparative effectiveness of sponsored and nonsponsored links for Web e-commerce queries

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