Improving ad relevance in sponsored search
Dustin Hillard, Stefan Schroedl, Eren Manavoglu, Hema Raghavan, Chirs Leggetter · 2010
We describe a machine learning approach for predicting sponsored search ad relevance. Our baseline model incorporates basic features of text overlap and we then extend the model to learn from past user clicks on advertisements. We present a novel approach using translation models to learn user click propensity from sparse click logs.