Domain-Constrained Advertising Keyword Generation
Hao Zhou, Minlie Huang, Yishun Mao, Changlei Zhu, Peng Shu, Xiaoyan Zhu · 2019
Advertising (ad for short) keyword suggestion is important for sponsored search to improve online advertising and increase search revenue. There are two common challenges in this task. First, the keyword bidding problem: hot ad keywords are very expensive for most of the advertisers because more advertisers are bidding on more popular keywords, while unpopular keywords are difficult to discover. As a result, most ads have few chances to be presented to the users. Second, the inefficient ad impression issue: a large proportion of search queries, which are unpopular yet relevant to many ad keywords, have no ads presented on their search result pages. Existing retrieval-based or matching-based methods either deteriorate the bidding competition or are unable to suggest novel keywords to cover more queries, which leads to inefficient ad impressions.