11. Equal Relevance, not equal CTR
The relative CTR difference
between two ads, a_i and a_j
about 75% of ad pairs yield more
than 20% CTR difference between ads
12. With or Without Psychological Desire
The ad smatched with either the pattern “coupon” or “x% off” yield
CTR which is significant larger than the average CTR over all ads
17. データ取集
広告のテキスト文字から、3ルールに従いデータ抽出
1. The text content should cover enough volume
2. Similar content can reflect the specific same desire
3. Content from experienced advertisers are more important
18. PD自動抽出とグルーピング
Cleaning up content targeting for
relevance
Finding n-grams with high frequency
Pattern generalization via clustering
マーケティングの観点からグルーピング
20. 特徴量
Psychological Desire as Ad Features
Ad desire pattern features
Ad desire level features
Psychological Desire as User Features
Desire pattern matching features
Desire level matching features
24. 特徴量比較
• HF: only uses historical click features
• HF-RF: uses historical click features and relevance
features
• HF-DPF: uses historical click features and desire pattern
features
• HF-DPLF: uses historical click features and both desire
pattern and desire level features
• HF-RF-DPF: uses historical click features, relevance
features, and desire pattern features
• HF-RF-DPLF: uses historical click features, relevance
features, and both desire pattern and desire level features