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Optimizing query rewrites for keyword-based advertising

Published: 08 July 2008 Publication History

Abstract

We consider the problem of query rewrites in the context of pay-per-click search advertising. Given a three-layer graph consisting of queries, query rewrites, and the corresponding ads that can be served for the rewrites, we formulate a family of graph covering problems whose goals are to suggest a subset of ads with the maximum benefit by suggesting rewrites for a given query. We obtain constant-factor approximation algorithms for these covering problems, under two versions of constraints and a realistic notion of ad benefit. We perform experiments on real data and show that our algorithms are capable of outperforming a competitive baseline algorithm in terms of the benefit of the rewrites.

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  • (2022)A Hybrid Approach to Discover Entity SynonymsInternational Journal of Information Retrieval Research10.4018/IJIRR.30029612:3(1-18)Online publication date: 26-Aug-2022
  • (2021)Maximizing Sequence-Submodular Functions and Its Application to Online AdvertisingManagement Science10.1287/mnsc.2020.382067:10(6030-6054)Online publication date: 1-Oct-2021
  • (2021)Diversity driven Query Rewriting in Search AdvertisingProceedings of the 27th ACM SIGKDD Conference on Knowledge Discovery & Data Mining10.1145/3447548.3467202(3423-3431)Online publication date: 14-Aug-2021
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    cover image ACM Conferences
    EC '08: Proceedings of the 9th ACM conference on Electronic commerce
    July 2008
    332 pages
    ISBN:9781605581699
    DOI:10.1145/1386790
    Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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    Publication History

    Published: 08 July 2008

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    Author Tags

    1. greedy algorithm
    2. keyword-based advertising
    3. query rewriting
    4. submodularity

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    EC '08: ACM Conference on Electronic Commerce
    July 8 - 12, 2008
    Il, Chicago, USA

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    Overall Acceptance Rate 664 of 2,389 submissions, 28%

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    Cited By

    View all
    • (2022)A Hybrid Approach to Discover Entity SynonymsInternational Journal of Information Retrieval Research10.4018/IJIRR.30029612:3(1-18)Online publication date: 26-Aug-2022
    • (2021)Maximizing Sequence-Submodular Functions and Its Application to Online AdvertisingManagement Science10.1287/mnsc.2020.382067:10(6030-6054)Online publication date: 1-Oct-2021
    • (2021)Diversity driven Query Rewriting in Search AdvertisingProceedings of the 27th ACM SIGKDD Conference on Knowledge Discovery & Data Mining10.1145/3447548.3467202(3423-3431)Online publication date: 14-Aug-2021
    • (2018)Beyond Keywords and RelevanceProceedings of the 2018 World Wide Web Conference10.1145/3178876.3186172(1919-1928)Online publication date: 10-Apr-2018
    • (2013)Multi-label learning with millions of labelsProceedings of the 22nd international conference on World Wide Web10.1145/2488388.2488391(13-24)Online publication date: 13-May-2013
    • (2012)Automatic suggestion of query-rewrite rules for enterprise searchProceedings of the 35th international ACM SIGIR conference on Research and development in information retrieval10.1145/2348283.2348363(591-600)Online publication date: 12-Aug-2012
    • (2012)Rewriting null e-commerce queries to recommend productsProceedings of the 21st International Conference on World Wide Web10.1145/2187980.2187989(73-82)Online publication date: 16-Apr-2012
    • (2012)Entity Synonyms for Structured Web SearchIEEE Transactions on Knowledge and Data Engineering10.1109/TKDE.2011.16824:10(1862-1875)Online publication date: 1-Oct-2012

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