Sponsored search represents a major source of revenue for web search engines. The advertising model brings a unique possibility for advertisers to target direct user intent communicated through a search query, usually done by displaying their ads alongside organic search results for queries deemed relevant to their products or services. However, due to a large number of unique queries, it is particularly challenging for advertisers to identify all relevant queries. For this reason search engines often provide a service of advanced matching, which automatically finds additional relevant queries for advertisers to bid on. We present a novel advance match approach based on the idea of semantic embeddings of queries and ads. The embeddings were learned using a large data set of user search sessions, consisting of search queries, clicked ads and search links, while utilizing contextual information such as dwell time and skipped ads. To address the large-scale nature of our problem, both in terms of data and vocabulary size, we propose a novel distributed algorithm for training of the embeddings. Finally, we present an approach for overcoming a cold-start problem associated with new ads and queries. We report results of editorial evaluation and online tests on actual search traffic. The results show that our approach significantly outperforms baselines in terms of relevance, coverage and incremental revenue. Lastly, as part of this study, we open sourced query embeddings that can be used to advance the field.
@cite_8: Learning to rank refers to machine learning techniques for training the model in a ranking task. Learning to rank is useful for many applications in Information Retrieval, Natural Language Processing, and Data Mining. Intensive studies have been conducted on the problem and significant progress has been made[1],[2]. This short paper gives an introduction to learning to rank, and it specifically explains the fundamental problems, existing approaches, and future work of learning to rank. Several learning to rank methods using SVM techniques are described in details.
Finally, to rank the ads by relevance (e.g., in the case too many ads are retrieved via query rewriting), it is common to apply the learning-to-rank approach @cite_8 that learns weights for query and ad features based on editorially-labeled training set. These methods typically require enormous amounts of accurate editorial grades for (query, ad) matches that are often very expensive to obtain.