Sponsored search represents a major source of revenue for web search engines. The advertising model brings a unique possibility for advertisers to target direct user intent communicated through a search query, usually done by displaying their ads alongside organic search results for queries deemed relevant to their products or services. However, due to a large number of unique queries, it is particularly challenging for advertisers to identify all relevant queries. For this reason search engines often provide a service of advanced matching, which automatically finds additional relevant queries for advertisers to bid on. We present a novel advance match approach based on the idea of semantic embeddings of queries and ads. The embeddings were learned using a large data set of user search sessions, consisting of search queries, clicked ads and search links, while utilizing contextual information such as dwell time and skipped ads. To address the large-scale nature of our problem, both in terms of data and vocabulary size, we propose a novel distributed algorithm for training of the embeddings. Finally, we present an approach for overcoming a cold-start problem associated with new ads and queries. We report results of editorial evaluation and online tests on actual search traffic. The results show that our approach significantly outperforms baselines in terms of relevance, coverage and incremental revenue. Lastly, as part of this study, we open sourced query embeddings that can be used to advance the field.
In order to mitigate the problems with word representations in high-dimensional spaces, neural language models have been introduced. Unlike classical approaches, these methods learn distributed, low-dimensional representations of words through the use of neural networks @cite_15 @cite_24 @cite_18 . The networks are trained by directly taking into account the word order and their co-occurrence, based on the assumption that words frequently appearing together in the sentences also share more statistical dependence.
@cite_24 @cite_15 @cite_18
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Low dimensional representations of words allow accurate NLP models to be trained on limited annotated data. While most representations ignore words' local context, a natural way to induce context-dependent representations is to perform inference in a probabilistic latent-variable sequence model. Given the recent success of continuous vector space word representations, we provide such an inference procedure for continuous states, where words' representations are given by the posterior mean of a linear dynamical system. Here, efficient inference can be performed using Kalman filtering. Our learning algorithm is extremely scalable, operating on simple cooccurrence counts for both parameter initialization using the method of moments and subsequent iterations of EM. In our experiments, we employ our inferred word embeddings as features in standard tagging tasks, obtaining significant accuracy improvements. Finally, the Kalman filter updates can be seen as a linear recurrent neural network. We demonstrate that using the parameters of our model to initialize a non-linear recurrent neural network language model reduces its training time by a day and yields lower perplexity. The techniques of using neural networks to learn distributed word representations (i.e., word embeddings) have been used to solve a variety of natural language processing tasks. The recently proposed methods, such as CBOW and Skip-gram, have demonstrated their effectiveness in learning word embeddings based on context information such that the obtained word embeddings can capture both semantic and syntactic relationships between words. However, it is quite challenging to produce high-quality word representations for rare or unknown words due to their insufficient context information. In this paper, we propose to leverage morphological knowledge to address this problem. Particularly, we introduce the morphological knowledge as both additional input representation and auxiliary supervision to the neural network framework. As a result, beyond word representations, the proposed neural network model will produce morpheme representations, which can be further employed to infer the representations of rare or unknown words based on their morphological structure. Experiments on an analogical reasoning task and several word similarity tasks have demonstrated the effectiveness of our method in producing high-quality words embeddings compared with the state-of-the-art methods. Distributed representations of words (aka word embedding) have proven helpful in solving natural language processing (NLP) tasks. Training distributed representations of words with neural networks has lately been a major focus of researchers in the field. Recent work on word embedding, the Continuous Bag-of-Words (CBOW) model and the Continuous Skip-gram (Skip-gram) model, have produced particularly impressive results, significantly speeding up the training process to enable word representation learning from largescale data. However, both CBOW and Skip-gram do not pay enough attention to word proximity in terms of model or word ambiguity in terms of linguistics. In this paper, we propose Proximity-Ambiguity Sensitive (PAS) models (i.e. PAS CBOW and PAS Skip-gram) to produce high quality distributed representations of words considering both word proximity and ambiguity. From the model perspective, we introduce proximity weights as parameters to be learned in PAS CBOWand used in PAS Skip-gram. By better modeling word proximity, we reveal the strength of pooling-structured neural networks in word representation learning. The proximitysensitive pooling layer can also be applied to other neural network applications that employ pooling layers. From the linguistics perspective, we train multiple representation vectors per word. Each representation vector corresponds to a particular group of POS tags of the word. By using PAS models, we achieved a 16.9 increase in accuracy over state-of-theart models. Vector-space word representations have been very successful in recent years at improving performance across a variety of NLP tasks. However, common to most existing work, words are regarded as independent entities without any explicit relationship among morphologically related words being modeled. As a result, rare and complex words are often poorly estimated, and all unknown words are represented in a rather crude way using only one or a few vectors. This paper addresses this shortcoming by proposing a novel model that is capable of building representations for morphologically complex words from their morphemes. We combine recursive neural networks (RNNs), where each morpheme is a basic unit, with neural language models (NLMs) to consider contextual information in learning morphologicallyaware word representations. Our learned models outperform existing word representations by a good margin on word similarity tasks across many datasets, including a new dataset we introduce focused on rare words to complement existing ones in an interesting way.