In sponsored search, retrieving synonymous keywords is of great importance for accurately targeted advertising. The semantic gap between queries and keywords and the extremely high precision requirements (>= 95\%) are two major challenges to this task. To the best of our knowledge, the problem has not been openly discussed. In an industrial sponsored search system, the retrieved keywords for frequent queries are usually done ahead of time and stored in a lookup table. Considering these results as a seed dataset, we propose a data-augmentation-like framework to improve the synonymous retrieval performance for these frequent queries. This framework comprises two steps: translation-based retrieval and discriminant-based filtering. Firstly, we devise a Trie-based translation model to make a data increment. In this phase, a Bag-of-Core-Words trick is conducted, which increased the data increment's volume 4.2 times while keeping the original precision. Then we use a BERT-based discriminant model to filter out nonsynonymous pairs, which exceeds the traditional feature-driven GBDT model with 11\% absolute AUC improvement. This method has been successfully applied to Baidu's sponsored search system, which has yielded a significant improvement in revenue. In addition, a commercial Chinese dataset containing 500K synonymous pairs with a precision of 95\% is released to the public for paraphrase study (http://ai.baidu.com/broad/subordinate?dataset=paraphrasing).
Synonymous keyword retrieval has become an important problem for sponsored search ever since major search engines relax the exact match product's matching requirement to a synonymous level. Since the synonymous relations between queries and keywords are quite scarce, the traditional information retrieval framework is inefficient in this scenario. In this paper, we propose a novel quotient space-based retrieval framework to address this problem. Considering the synonymy among keywords as a mathematical equivalence relation, we can compress the synonymous keywords into one representative, and th…
In sponsored search, retrieving synonymous keywords for exact match type is important for accurately targeted advertising. Data-driven deep learning-based method has been proposed to tackle this problem. An apparent disadvantage of this method is its poor generalization performance on entity-level long-tail instances, even though they might share similar concept-level patterns with frequent instances. With the help of a large knowledge base, we find that most commercial synonymous query-keyword pairs can be abstracted into meaningful conceptual patterns through concept tagging. Based on this f…
Huazhong University of Science and Technology（华中科技大学）；Qatar Computing Research Institute, HBKU（哈马德·本·哈利法大学卡塔尔计算研究所）；University of California, Davis（加州大学戴维斯分校）；Tsinghua University（清华大学）；Institute of Automation, Chinese Academy of Sciences（中国科学院自动化研究所）
In sponsored search advertising, keywords serve as an essential bridge linking advertisers, search users and search engines. Advertisers have to deal with a series of keyword decisions throughout the entire lifecycle of search advertising campaigns. This paper proposes a multi-level and closed-form computational framework for keyword optimization (MKOF) to support various keyword decisions. Based on this framework, we develop corresponding optimization strategies for keyword targeting, keyword assignment and keyword grouping at different levels (e.g., market, campaign and adgroup). With two re…
Huazhong University of Science and Technology（华中科技大学）；Shanghai Customs College（上海海关学院）
In sponsored search advertising (SSA), keywords serve as the basic unit of business model, linking three stakeholders: consumers, advertisers and search engines. This paper presents an overarching framework for keyword decisions that highlights the touchpoints in search advertising management, including four levels of keyword decisions, i.e., domain-specific keyword pool generation, keyword targeting, keyword assignment and grouping, and keyword adjustment. Using this framework, we review the state-of-the-art research literature on keyword decisions with respect to techniques, input features a…
On most sponsored search platforms, advertisers bid on some keywords for their advertisements (ads). Given a search request, ad retrieval module rewrites the query into bidding keywords, and uses these keywords as keys to select Top N ads through inverted indexes. In this way, an ad will not be retrieved even if queries are related when the advertiser does not bid on corresponding keywords. Moreover, most ad retrieval approaches regard rewriting and ad-selecting as two separated tasks, and focus on boosting relevance between search queries and ads. Recently, in e-commerce sponsored search more…
Huazhong University of Science and Technology（华中科技大学）
In sponsored search advertising, advertisers need to make a series of keyword decisions. Among them, how to group these keywords to form several adgroups within a campaign is a challenging task, due to the highly uncertain environment of search advertising. This paper proposes a stochastic programming model for keywords grouping, taking click-through rate and conversion rate as random variables, with consideration of budget constraints and advertisers' risk-tolerance. A branch-and-bound algorithm is developed to solve our model. Furthermore, we conduct computational experiments to evaluate the…
In sponsored search, keyword recommendations help advertisers to achieve much better performance within limited budget. Many works have been done to mine numerous candidate keywords from search logs or landing pages. However, the strategy to select from given candidates remains to be improved. The existing relevance-based, popularity-based and regular combinatorial strategies fail to take the internal or external competitions among keywords into consideration. In this paper, we regard keyword recommendations as a combinatorial optimization problem and solve it with a modified pointer network s…
Shanghai Customs College（上海海关学院）；Huazhong University of Science and Technology（华中科技大学）
In sponsored search advertising (SSA), advertisers need to select keywords and determine matching types for selected keywords simultaneously, i.e., keyword targeting. An optimal keyword targeting strategy guarantees reaching the right population effectively. This paper aims to address the keyword targeting problem, which is a challenging task because of the incomplete information of historical advertising performance indices and the high uncertainty in SSA environments. First, we construct a data distribution estimation model and apply a Markov Chain Monte Carlo method to make inference about …
In this paper, we present a generative retrieval method for sponsored search engine, which uses neural machine translation (NMT) to generate keywords directly from query. This method is completely end-to-end, which skips query rewriting and relevance judging phases in traditional retrieval systems. Different from standard machine translation, the target space in the retrieval setting is a constrained closed set, where only committed keywords should be generated. We present a Trie-based pruning technique in beam search to address this problem. The biggest challenge in deploying this method into…
In sponsored search, advertisement (abbreviated ad) slots are usually sold by a search engine to an advertiser through an auction mechanism in which advertisers bid on keywords. In theory, auction mechanisms have many desirable economic properties. However, keyword auctions have a number of limitations including: the uncertainty in payment prices for advertisers; the volatility in the search engine's revenue; and the weak loyalty between advertiser and search engine. In this paper we propose a special ad option that alleviates these problems. In our proposal, an advertiser can purchase an opti…
We study a novel problem of sponsored search (SS) for E-Commerce platforms: how we can attract query users to click product advertisements (ads) by presenting them features of products that attract them. This not only benefits merchants and the platform, but also improves user experience. The problem is challenging due to the following reasons: (1) We need to carefully manipulate the ad content without affecting user search experience. (2) It is difficult to obtain users' explicit feedback of their preference in product features. (3) Nowadays, a great portion of the search traffic in E-Commerc…
University of Science and Technology of China（中国科学技术大学）；Microsoft Research Asia（微软亚洲研究院）；Microsoft（微软）；Sun Yat-sen University（中山大学）
In a sponsored search engine, generative retrieval models are recently proposed to mine relevant advertisement keywords for users' input queries. Generative retrieval models generate outputs token by token on a path of the target library prefix tree (Trie), which guarantees all of the generated outputs are legal and covered by the target library. In actual use, we found several typical problems caused by Trie-constrained searching length. In this paper, we analyze these problems and propose a looking ahead strategy for generative retrieval models named ProphetNet-Ads. ProphetNet-Ads improves t…
E-commerce sponsored search contributes an important part of revenue for the e-commerce company. In consideration of effectiveness and efficiency, a large-scale sponsored search system commonly adopts a multi-stage architecture. We name these stages as ad retrieval, ad pre-ranking and ad ranking. Ad retrieval and ad pre-ranking are collectively referred to as ad matching in this paper. We propose an end-to-end neural matching framework (EENMF) to model two tasks---vector-based ad retrieval and neural networks based ad pre-ranking. Under the deep matching framework, vector-based ad retrieval ha…
Industrial sponsored search system (SSS) can be logically divided into three modules: keywords matching, ad retrieving, and ranking. During ad retrieving, the ad candidates grow exponentially. A query with high commercial value might retrieve a great deal of ad candidates such that the ranking module could not afford. Due to limited latency and computing resources, the candidates have to be pruned earlier. Suppose we set a pruning line to cut SSS into two parts: upstream and downstream. The problem we are going to address is: how to pick out the best $K$ items from $N$ candidates provided by t…
HCMC University of Technology（胡志明市理工大学）；John von Neumann Institute（约翰·冯·诺依曼研究所）
Text search based on lexical matching of keywords is not satisfactory due to polysemous and synonymous words. Semantic search that exploits word meanings, in general, improves search performance. In this paper, we survey WordNet-based information retrieval systems, which employ a word sense disambiguation method to process queries and documents. The problem is that in many cases a word has more than one possible direct sense, and picking only one of them may give a wrong sense for the word. Moreover, the previous systems use only word forms to represent word senses and their hypernyms. We prop…
