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Coverage pattern based framework to improve search engine advertisingAuthors: amar.budhiraja ,ralla akhil,P Krishna Reddy Journal: International Journal of Data Sciences and Analytics (link) Volume: 8 Volume Number: 2 Pages: 199-211 Date: 2018-12-27 Report no: IIIT/TR/2018/149 AbstractSponsored search has emerged as one of the most dominant forms for advertising on the Web. In sponsored search, advertiserscreate ad campaigns and bid on the keywords of potential search queries related to a given product or service. It has beenobserved that search queries follow a long-tail distribution of a small yet fat head of frequent queries and a long and thintail of infrequent queries. Normally, the advertisers tend to bid on frequent keywords related to search queries. As a result,the ad space of the tail portion of search queries is harder to exploit. In this paper, we have proposed an improved allocationapproach to utilize the ad space of the tail keywords related to search queries based on the knowledge of coverage patternsextracted from the transactions formed from search query logs. The advertisers bid on potential concepts represented bycoverage patterns which consist of a combination of head and tail keywords. By facilitating the advertisers to bid on theconcepts, the proposed approach improves the ad space utilization of tail queries. Experiments on the real-world dataset ofsearch query logs demonstrate that the proposed approach indeed improves the performance of search engine advertising byimproving ad space utilization of tail queries. Full article: pdf Centre for Data Engineering |
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