AdScope: Search Campaign Scoping Using Relevance Feedback

Abstract

In a search ad campaign, the host search network provides information on expenses and revenue, user clicks, conversions, and search queries issued pre-click. An experienced advertiser goes through these queries and identifies the relevant ones to sharpen and the irrelevant ones to shrink to improve the campaign's reach and scope. With the right scope, the budget can be spent to target relevant users. AdScope ranks user queries with respect to relevance and recommends to advertisers the topmost queries for inclusion in a campaign and the bottommost queries for exclusion. It does this by combining the feedback collected from both users and advertisers to improve the ranking. The authors measured AdScope's performance with relevance classification and found that it achieved the highest classification accuracy (89.3) percent for queries that contain at least two terms.