Optimizing search engines using clickthrough data
Proceedings of the eighth ACM SIGKDD international conference on Knowledge discovery and data mining
ACM SIGIR Forum
Accurately interpreting clickthrough data as implicit feedback
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
Improving web search ranking by incorporating user behavior information
SIGIR '06 Proceedings of the 29th annual international ACM SIGIR conference on Research and development in information retrieval
Less is more: probabilistic models for retrieving fewer relevant documents
SIGIR '06 Proceedings of the 29th annual international ACM SIGIR conference on Research and development in information retrieval
Predicting clicks: estimating the click-through rate for new ads
Proceedings of the 16th international conference on World Wide Web
Estimating rates of rare events at multiple resolutions
Proceedings of the 13th ACM SIGKDD international conference on Knowledge discovery and data mining
An experimental comparison of click position-bias models
WSDM '08 Proceedings of the 2008 International Conference on Web Search and Data Mining
Eye tracking and online search: Lessons learned and challenges ahead
Journal of the American Society for Information Science and Technology
A user browsing model to predict search engine click data from past observations.
Proceedings of the 31st annual international ACM SIGIR conference on Research and development in information retrieval
Search advertising using web relevance feedback
Proceedings of the 17th ACM conference on Information and knowledge management
A dynamic bayesian network click model for web search ranking
Proceedings of the 18th international conference on World wide web
An axiomatic approach for result diversification
Proceedings of the 18th international conference on World wide web
Generalized link suggestions via web site clustering
Proceedings of the 20th international conference on World wide web
The anatomy of a multi-domain search infrastructure
ICWE'11 Proceedings of the 11th international conference on Web engineering
A noise-aware click model for web search
Proceedings of the fifth ACM international conference on Web search and data mining
Relational click prediction for sponsored search
Proceedings of the fifth ACM international conference on Web search and data mining
The wisdom of advertisers: mining subgoals via query clustering
Proceedings of the 21st ACM international conference on Information and knowledge management
Exploiting contextual factors for click modeling in sponsored search
Proceedings of the 7th ACM international conference on Web search and data mining
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Queries on major Web search engines produce complex result pages, primarily composed of two types of information: organic results, that is, short descriptions and links to relevant Web pages, and sponsored search results, the small textual advertisements often displayed above or to the right of the organic results. Strategies for optimizing each type of result in isolation and the consequent user reaction have been extensively studied; however, the interplay between these two complementary sources of information has been ignored, a situation we aim to change. Our findings indicate that their perceived relative usefulness (as evidenced by user clicks) depends on the nature of the query. Specifically, we found that, when both sources focus on the same intent, for navigational queries there is a clear competition between ads and organic results, while for non-navigational queries this competition turns into synergy. We also investigate the relationship between the perceived usefulness of the ads and their textual similarity to the organic results, and propose a model that formalizes this relationship. To this end, we introduce the notion of responsive ads, which directly address the user's information need, and incidental ads, which are only tangentially related to that need. Our findings support the hypothesis that in the case of navigational queries, which are usually fully satisfied by the top organic result, incidental ads are perceived as more valuable than responsive ads, which are likely to be duplicative. On the other hand, in the case of non-navigational queries, incidental ads are perceived as less beneficial, possibly because they diverge too far from the actual user need. We hope that our findings and further research in this area will allow search engines to tune ad selection for an increased synergy between organic and sponsored results, leading to both higher user satisfaction and better monetization.