Using terminological feedback for web search refinement: a log-based study
Proceedings of the 26th annual international ACM SIGIR conference on Research and development in informaion retrieval
A study of smoothing methods for language models applied to information retrieval
ACM Transactions on Information Systems (TOIS)
Generating query substitutions
Proceedings of the 15th international conference on World Wide Web
Using the wisdom of the crowds for keyword generation
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
Simrank++: query rewriting through link analysis of the click graph
Proceedings of the VLDB Endowment
Search advertising using web relevance feedback
Proceedings of the 17th ACM conference on Information and knowledge management
Bid optimization for broad match ad auctions
Proceedings of the 18th international conference on World wide web
Anatomy of the long tail: ordinary people with extraordinary tastes
Proceedings of the third ACM international conference on Web search and data mining
Improving ad relevance in sponsored search
Proceedings of the third ACM international conference on Web search and data mining
Joint optimization of bid and budget allocation in sponsored search
Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining
A predictive model for advertiser value-per-click in sponsored search
Proceedings of the 22nd international conference on World Wide Web
Predicting advertiser bidding behaviors in sponsored search by rationality modeling
Proceedings of the 22nd international conference on World Wide Web
Automated snippet generation for online advertising
Proceedings of the 22nd ACM international conference on Conference on information & knowledge management
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Sponsored search is a three-way interaction between advertisers, users, and the search engine. The basic ad selection in sponsored search, lets the advertiser choose the exact queries where the ad is to be shown. To increase advertising volume, many advertisers opt into advanced match, where the search engine can select additional queries that are deemed relevant for the advertiser's ad. In advanced match, the search engine is effectively bidding on the behalf of the advertisers. While advanced match has been extensively studied in the literature from the ad relevance perspective there is little work that discusses how to infer the appropriate bid value for a given advanced match. The bid value is crucial as it affects both the ad placement in revenue reordering and the amount advertisers are charged in case of a click. We propose a statistical approach to solve the bid generation problem and examine two information sources: the bidding behavior of advertisers, and the conversion data. Our key finding suggests that sophisticated advertisers' bids are driven by many factors beyond clicks and immediate measurable conversions, likely capturing the value chain of an ad display ranging from views, clicks, profit margins, etc., representing the total ROI from the advertising.