Domain-Constrained Advertising Keyword Generation
Table 5. Online evaluation. The number reported in each metric is the increased proportion compared to the original keyword reformulation method of the sponsored search engine, which retrieves about 2% unique ads.
['Day', 'Seq2Seq COV(%)', 'Seq2Seq CTR(%)', 'Seq2Seq RPM(%)', 'CVAE COV(%)', 'CVAE CTR(%)', 'CVAE RPM(%)', 'DCKG COV(%)', 'DCKG CTR(%)', 'DCKG RPM(%)']
Results As it can be seen, DCKG obtains the best performance in all the metrics. Results show that keywords generated by DCKG can cover more user queries than those by other models. The click-through rate scores indicate that the new ads which are matched with ad keywords from DCKG lead to more user clicks, because the generated keywords (user queries) are of higher quality and more relevant. The revenue is improved because the click-through rate increases, which verifies that our model can contribute more ad impressions in sponsored search.