Towards Intent-Driven Bidterm Suggestion

Towards Intent-Driven Bidterm Suggestion,William Chang,Patrick Pantely,Ana-Maria Popescu,Evgeniy Gabrilovich

Towards Intent-Driven Bidterm Suggestion  
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In online advertising, pervasive in commercial search en- gines, advertisers typically bid on few terms, and the scarcity of data makes ad matching di-cult. Suggesting additional bidterms can signiflcantly improve ad clickability and con- version rates. In this paper, we present a large-scale bidterm suggestion system that models an advertiser's intent and flnds new bidterms consistent with that intent. Preliminary experiments show that our system signiflcantly increases the coverage of a state of the art production system used at Ya- hoo while maintaining comparable precision. Categories and Subject Descriptors: H.3.3 (Informa- tion Storage and Retrieval): Information Search and Retrieval
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