Method for generating suggested keywords of sponsored search advertisement based on user feedback

A technology for searching advertisements and keywords, applied in the field of information retrieval, which can solve problems such as lack of semantic relevance

Inactive Publication Date: 2010-02-17
ZHEJIANG UNIV
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

They can often only generate some suggested keywords that contain seed keywords, such as corresponding to...

Method used

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  • Method for generating suggested keywords of sponsored search advertisement based on user feedback
  • Method for generating suggested keywords of sponsored search advertisement based on user feedback
  • Method for generating suggested keywords of sponsored search advertisement based on user feedback

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Embodiment Construction

[0016] There are three key points in the implementation of the present invention: candidate keyword generation, training sample selection and correlation learning model training, correlation value calculation and sorting. Wherein supervised machine learning and active learning methods are the basis of the implementation of the present invention. Concrete implementation flowchart of the present invention is referring to accompanying drawing:

[0017] 1. Candidate keyword generation:

[0018] In search engines, such as Google search for seed keywords, each result returned includes the title of the webpage, URL and text fragment (Snippet); where the text fragment contains the sentence of the search keyword, which is composed of the text fragment of the first L search results The feature document of the seed keyword; the L value can be selected according to the user's degree of relevance to the generated keyword. L is generally hundreds of items, for example, 400 for a specific o...

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Abstract

The invention discloses a method for generating suggested keywords of sponsored search advertisement based on user feedback, which develops semantic relatedness between words and establishes a learning machine to evaluate the relatedness of word pairs by utilizing the feedback information of users on the relatedness of a small quantity of word pairs so as to select words which has high relatednesswith seed keywords describing advertiser products or service concepts as the suggested keywords to be recommended to advertiser users, wherein an active learning method is used for selecting a word pair sample with maximal information quantity to evaluate user relatedness so as to enhance the efficiency and the precision of generating related suggested keywords. The invention can effectively generate hundreds of to thousands of related words to be used as the suggested keywords to be recommended to the advertiser users corresponding to each seed keyword; in addition, the advertiser users carry out sponsored search bidding for the suggested keywords, thus the related click rate of the sponsored advertisement can be effectively enhanced, and the advertisement benefit is increased.

Description

technical field [0001] The invention relates to the fields of information retrieval, data mining, sponsored search and machine learning, in particular to a method for generating suggested keywords for sponsored search advertisements based on user feedback. Background technique [0002] In recent years, as a successful form of online advertising, sponsored search has highlighted its commercial value, and its annual profit is hundreds of millions. Some mainstream search engines, such as Google, Yahoo! etc. provide advertisers with sponsored search services. In Sponsored Search Ads, advertisers first create web ads and bid on terms related to their products or services. When a network user searches for a term to be bid on, the search engine will present the winning advertiser's advertisement to the user in the form of a sponsored link, where the sponsored link is generally displayed next to the original search result. According to the number of user clicks on the sponsored l...

Claims

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Application Information

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IPC IPC(8): G06F17/30
Inventor 陈纯卜佳俊吴昊仇光张峰
Owner ZHEJIANG UNIV
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