Triangular Bidword Generation for Sponsored Search Auction

Abstract

Sponsored search auction is a crucial component of modern search engines. It requires a set of candidate bidwords that advertisers can place bids on. Existing methods generate bidwords from search queries or advertisement content. However, they suffer from the data noise in <query, bidword> and <advertisement, bidword> pairs. In this paper, we propose a triangular bidword generation model (TRIDENT), which takes the high-quality data of paired <query, ad-vertisement> as a supervision signal to indirectly guide the bidword generation process. Our proposed model is simple yet effective: by using bidword as the bridge between search query and advertisement, the generation of search query, advertisement and bidword can be jointly learned in the triangular training framework. This alleviates the problem that the training data of bidword may be noisy. Experimental results, including automatic and human evaluations, show that our proposed TRIDENT can generate relevant and diverse bidwords for both search queries and advertisements. Our evaluation on online real data validates the effectiveness of the TRIDENT's generated bidwords for product search.

Keyword targeting optimization in sponsored search advertising: Combining selection and matching

“…In the SSA field, plentiful research efforts have been made to explore search auction mechanism design (e.g., Huang and Kauffman, 2011; and search user behavior analysis (e.g., Lo et al, 2014;Vragov et al, 2019;Lian et al 2021), empirical analysis of performance indices (e.g., Yang et al, 2018;Jeziorski and Moorthy, 2018;Schultz, 2020;Yang and Zhai, 2022), and advertising decisions including bidding optimization (e.g., Küç ükaydin et al, 2020;Kim et al, 2021), budget optimization (e.g., Yang et al, 2012;Yang and Xiong, 2020;Avadhanula et al, 2021;Yang et al, 2021b), and keyword optimization (e.g., Qiao et al, 2017;Nie et al, 2019;Scholz et al, 2019;Song et al, 2021;Zhang et al, 2021). This study focuses on one particular type of keyword decisions, i.e., keyword targeting, which draws from two research streams, namely keyword selection and keyword matching.…”