Predicting clicks: estimating the click-through rate for new ads
Proceedings of the 16th international conference on World Wide Web
Mining opinions from the Web: Beyond relevance retrieval
Journal of the American Society for Information Science and Technology
In the Mood to Click? Towards Inferring Receptiveness to Search Advertising
WI-IAT '09 Proceedings of the 2009 IEEE/WIC/ACM International Joint Conference on Web Intelligence and Intelligent Agent Technology - Volume 01
Personalized click prediction in sponsored search
Proceedings of the third ACM international conference on Web search and data mining
The good, the bad, and the random: an eye-tracking study of ad quality in web search
Proceedings of the 33rd international ACM SIGIR conference on Research and development in information retrieval
Learning the click-through rate for rare/new ads from similar ads
Proceedings of the 33rd international ACM SIGIR conference on Research and development in information retrieval
LIBSVM: A library for support vector machines
ACM Transactions on Intelligent Systems and Technology (TIST)
Relational click prediction for sponsored search
Proceedings of the fifth ACM international conference on Web search and data mining
Predicting CTR of new ads via click prediction
Proceedings of the 21st ACM international conference on Information and knowledge management
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In search advertising, advertisers should carefully compose keywords in order to enhance the opportunity for ads to be clicked. Thus, timely presenting proper advertisements to users will encourage them to click on search ads. Until now, how to efficiently improve the ad performance to earn more clicks remains a main task. In this paper, we focus on the scope of smart phone and produce a social intentional model with advertising based features to forecast future trend on ads' click-through rate (CTR). In terms of social intentional model, we analyze Chinese text content of technology forum to derive social intentional factors which are Hotness, Sentiment, Promotion, and Event. Our results indicate that with knowing public opinions or occurring events beforehand can efficiently enhance click prediction. This will be very helpful for advertisers on adjusting bidding keywords to improve ad performance via social intention.