Constructing social intentional corpora to predict click-through rate for search advertising

Yi Ting Chen, Hung Yu Kao

Research output: Chapter in Book/Report/Conference proceedingConference contribution

3 Citations (Scopus)

Abstract

In the beginning, search engines provide placements next to the original search results for advertisers on specific keywords. Since users often search for their interests or purchasing decision, timely presenting proper advertisements to users will encourage them to click on search ads. With the rapid growth of advertising, there is a bidding mechanism that advertisers need to bid keywords on their ads. They should carefully compose keywords in order to enhance the opportunity for their ads to be clicked. 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.

Original languageEnglish
Title of host publicationProceedings of the 25th Conference on Computational Linguistics and Speech Processing, ROCLING 2013
PublisherThe Association for Computational Linguistics and Chinese Language Processing (ACLCLP)
Pages278-287
Number of pages10
ISBN (Electronic)9789573079262
Publication statusPublished - 2013 Oct 1
Event25th Conference on Computational Linguistics and Speech Processing, ROCLING 2013 - Kaohsiung, Taiwan
Duration: 2013 Oct 42013 Oct 5

Publication series

NameProceedings of the 25th Conference on Computational Linguistics and Speech Processing, ROCLING 2013

Conference

Conference25th Conference on Computational Linguistics and Speech Processing, ROCLING 2013
CountryTaiwan
CityKaohsiung
Period13-10-0413-10-05

All Science Journal Classification (ASJC) codes

  • Speech and Hearing
  • Language and Linguistics

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