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.
Alternative methods aim to address this issue by directly retrieving ads by calculating similarity between bag-of-words representation of queries and bag-of-words representation of ads obtained from ad title and description. Even though it reduces sparsity, this approach does not completely solve the vocabulary mismatch problem @cite_21 and may even introduce additional issues, especially in the case of templated ad creatives where majority of phrases in titles and descriptions have little to do with the advertised product (e.g., free shipping", best prices", buy now").
@cite_21
2031332477
In Bag-of-Words (BoW) based image retrieval, the SIFT visual word has a low discriminative power, so false positive matches occur prevalently. Apart from the information loss during quantization, another cause is that the SIFT feature only describes the local gradient distribution. To address this problem, this paper proposes a coupled Multi-Index (c-MI) framework to perform feature fusion at indexing level. Basically, complementary features are coupled into a multi-dimensional inverted index. Each dimension of c-MI corresponds to one kind of feature, and the retrieval process votes for images similar in both SIFT and other feature spaces. Specifically, we exploit the fusion of local color feature into c-MI. While the precision of visual match is greatly enhanced, we adopt Multiple Assignment to improve recall. The joint cooperation of SIFT and color features significantly reduces the impact of false positive matches. Extensive experiments on several benchmark datasets demonstrate that c-MI improves the retrieval accuracy significantly, while consuming only half of the query time compared to the baseline. Importantly, we show that c-MI is well complementary to many prior techniques. Assembling these methods, we have obtained an mAP of 85.8 and N-S score of 3.85 on Holidays and Ukbench datasets, respectively, which compare favorably with the state-of-the-arts.