Probabilistic latent semantic indexing
Proceedings of the 22nd annual international ACM SIGIR conference on Research and development in information retrieval
The Journal of Machine Learning Research
Impedance coupling in content-targeted advertising
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
Detecting online commercial intention (OCI)
Proceedings of the 15th international conference on World Wide Web
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
Contextual advertising by combining relevance with click feedback
Proceedings of the 17th international conference on World Wide Web
Optimizing relevance and revenue in ad search: a query substitution approach
Proceedings of the 31st annual international ACM SIGIR conference on Research and development in information retrieval
To swing or not to swing: learning when (not) to advertise
Proceedings of the 17th ACM conference on Information and knowledge management
Online expansion of rare queries for sponsored search
Proceedings of the 18th international conference on World wide web
Predicting click through rate for job listings
Proceedings of the 18th international conference on World wide web
Query clustering using click-through graph
Proceedings of the 18th international conference on World wide web
Stochastic methods for l1 regularized loss minimization
ICML '09 Proceedings of the 26th Annual International Conference on Machine Learning
Term-based commercial intent analysis
Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval
Estimating Ad Clickthrough Rate through Query Intent Analysis
WI-IAT '09 Proceedings of the 2009 IEEE/WIC/ACM International Joint Conference on Web Intelligence and Intelligent Agent Technology - Volume 01
Characterizing commercial intent
Proceedings of the 18th ACM conference on Information and knowledge management
Empirical Study on Rare Query Characteristics
WI-IAT '11 Proceedings of the 2011 IEEE/WIC/ACM International Conferences on Web Intelligence and Intelligent Agent Technology - Volume 01
Proceedings of the 20th ACM international conference on Information and knowledge management
Advertising Keywords Recommendation for Short-Text Web Pages Using Wikipedia
ACM Transactions on Intelligent Systems and Technology (TIST)
Unsupervised extraction of template structure in web search queries
Proceedings of the 21st international conference on World Wide Web
Collaborative ranking: improving the relevance for tail queries
Proceedings of the 21st ACM international conference on Information and knowledge management
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Sponsored search is one of the major sources of revenue for search engines on the World Wide Web. It has been observed that while showing ads for every query maximizes short-term revenue, irrelevant ads lead to poor user experience and less revenue in the long-term. Hence, it is in search engines' interest to place ads only for queries that are likely to attract ad-clicks. Many algorithms for estimating query advertisability exist in literature, but most of these methods have been proposed for and tested on the frequent or "head" queries. Since query frequencies on search engine are known to be distributed as a power-law, this leaves a huge fraction of the queries uncovered. In this paper we focus on the more challenging problem of estimating query advertisability for infrequent or "tail" queries. These require fundamentally different methods than head queries: for e.g., tail queries are almost all unique and require the estimation method to be online and inexpensive. We show that previously proposed methods do not apply to tail queries, and when modified for our scenario they do not work well. Further, we give a simple, yet effective, approach, which estimates query advertisability using only the words present in the queries. We evaluate our approach on a real-world dataset consisting of search engine queries and user clicks. Our results show that our simple approach outperforms a more complex one based on regularized regression.