GrammAds: Keyword and Ad Creative Generator for Online Advertising Campaigns Author : Stamatina...
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Transcript of GrammAds: Keyword and Ad Creative Generator for Online Advertising Campaigns Author : Stamatina...
GrammAds: Keyword and Ad Creative Generator for Online Advertising CampaignsAuthor : Stamatina Thomaidou, Konstantinos Leymonis, and Michalis VazirgiannisPresenter: Wayne Yang
Agenda
Introduction
Related Work
Keyword Generation
Ad Creative Generation
Campaign Organization and Use Cases
System Architecture and Communication
Experimental Evaluation
Conclusion and future work
Introduction - Baseline Campaign Creation
Process
ProductA landing web
page(price, buy)
Finding keyword
Advertising
text
Introduction - Motivation for an
Automated ApplicationAn advertiser decides
Usually choose specific 1-3 keywords per product
Short headline and ad text
maximum cost-per-click of each keyword
=>effective keyword selection is one of the most important success factors for online advertising
Related Work
Google Adwords - They start from an ini- tial key phrase and they are based on past queries that contain these search terms.
Other commercial tools - determine an advertiser’s top competitors and then actively search for the keywords they are targeting.
TermsNet and Wordy - With their methods they find other semantically similar terms.
Keyword Generation
Keyword Extraction
Landing page parsed => stop words removed => trigram, bigrams, unigram => calculate relevance keyword
Keyword Suggestion
Seed keywords => top 30 result pages => corpus => lucene score
Ad Creative Generation
generic summary - shows the main topics and key contents covered in the source text
query-relevant summary - locates the contents pertinent to user’s seeking goals(our system provided)
extract text => Bayesian classifier to summarize
Campaign Organization and Use Cases
Step 1 – initial settings
1.no optimization - where the system just uploads automatically the generated keywords, ad-texts, and bids along with their organized structure without continuing to be responsible for an automated optimization strategy
2.traffic optimization - where the advertiser considers the profit to be the amount of clicks at the ad-texts
3.profit optimization - where the profit is the actual monetary profit from offline product sales or online conversions to a specific landing page that is defined in a next step
Step 2 – Crawler module
Step3 – select keyword
Campaign Organization and Use Cases
Step 4 - Automatically generated keywords and recommended bids
Step 5 - the user can see through the Google AdWords interface the uploaded settings of his constructed campaign.
System Architecture and Communication
The proposed system structure resulted as a need for an appropriate user inter- face interaction of the Adomaton subsystem, which optimizes Google AdWords Campaigns through a novel bidding strategy.
Adopt model view controller for information managment
System Architecture and Communication
Experimental Evaluation
Conclusion and future work
Automating the task of finding the appropriate keywords
Recommending multiword terms (n-grams) with high specificity without the need to capitalize on usage data such as query and web traffic logs
Generating fast snippets of ad texts
An automated and fast way of uploading campaign and AdGroup settings (keywords and ad-texts per AdGroup) into the AdWords service
A developed web application with an initial experimentation on real world campaigns